Casale explained how, early on in programmatic, the supply side vendors operated marketplaces on behalf of publishers and media companies.
“In header bidding, the marketplaces are now operated by the media companies and publishers so they have a lot more transparency,” he continued.
“Rather than picking a single vendor as was typically the case with programmatic, they are now able to work with multiple companies from the large like Google to the more independent like ours.
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