‘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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AppNexus and Facebook lead Prebid server-to-server header bidding drive to challenge ‘digital monopoly’

Leading adtech outfits AppNexus, Index Exchange and PubMatic are this week rolling out a server-side header bidding initiative, along with Facebook, in a move that is likely to further drive competition with Google when it comes to publishers’ inventory. The parties are working cooperatively to rollout PreBid server, a server-to-server header bidding solution for parties ...continue reading

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