‘An ad tech urban legend’: An oral history of how header bidding became digital advertising’s hottest buzzword

Fed up with how Google’s ad server favored its own exchange, over the past two years many publishers restructured their tech stacks to simultaneously offer inventory to multiple exchanges before making their ad calls. Since this approach has helped pubs drive revenue and dial back Google’s competitive advantage, it caught like wildfire. The strategy is widely known ...continue reading

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A proverbial black box’: Open-exchange auctions have a transparency problem

Supply-side platforms are like the Bermuda Triangle of programmatic, where money mysteriously disappears. The Guardian sued ad tech firm Rubicon Project last month, alleging the exchange didn’t disclose fees it charged advertisers seeking to buy the publisher’s inventory. This case shed light on two big transparency issues on the supply side: It is unclear to a demand-side platform how much ...continue reading

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