Business Insider publishes a very interesting article about how header bidding is gaining more and more track and shifting the market. A key trend linked with header bidding is that it is returning power and influence to publishers, which are getting higher revenues and selling inventory at a premium.
"Header bidding gives publishers a much-needed advantage by streamlining
auctions and allowing them to sell more of their inventory at a premium.
Multiple platforms bid on an impression at once, before your
inventory's trip down the waterfall, so its value is retained. More
competition and more potential buyers translate into more demand and
higher bids."
As the industry continues to change at a very fast pace, power and control continues to shift and go back and forth, but ultimately consumers are getting all the added value.
Link to complete story
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