The shift that changed the publisher-SSP power dynamic. Before header bidding, the ad server called demand sources in a waterfall, one at a time, and the first one to meet the floor won. Publishers left money on the table constantly. Header bidding opened the impression to all demand simultaneously. Publishers made more. SSPs competed harder. Latency went up. It was a trade publishers decided was worth making.
Ad tech glossary
Header Bidding
Technical definition
A programmatic advertising technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers.
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Guide: How Much Does Programmatic Really Cost?
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🍿 The microwave popcorn of media
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