Exchange Wire: Browser-Side Vs Server-Side Header Bidding: How Does a Publisher Decide?

In the latest column from the IAB’s Display Trading Council, Michelle Raubenheimer (pictured below), director, business development, PulsePoint, along with co-authors James Prudhomme, managing director EMEA, Index Exchange, and Emma Newman, country manager, UK, PubMatic, clarifies the difference between client-side and server-side auctions and how publishers can decide which header bidding option is right for them, once they’re committed ...continue reading

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MediaPost: Transparency Takes Center Stage With The Emergence Of Server-Side Header Bidding

The emergence of header bidding in programmatic advertising is a significant development. And now, as header bidding technology segues from client-side to server-to-server-side (S2S) technology, the issue of transparency remains, according to a study released last week by Index Exchange. “The obstacle that has challenged the industry in its shift from client-side to server-side header bidding ...continue reading

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MarTech Insights: AppNexus and Index Exchange Converge on Server-Side Header Bidding Delivery Solutions

Ad publishers envisaging server-side header bidding can now tap into simpler and more ROI-centric delivery platforms. AppNexus, the global ad tech innovation company, has announced a strategic partnership with premier advertisement marketplace Index Exchange. Then two ad tech behemoths will collaborate on server-to-server header bidding delivery solutions. Ad publishers using AppNexus platform can tag alongside ...continue reading

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Huffington Post: (VIDEO) Header Bidding Moves To Server In AppNexus, Index Exchange Partnership

HOLLYWOOD BEACH, FL  — An expanded partnership between programmatic ad-tech firm AppNexus and exchange Index Exchange is one of the moves already changing the nature of ad trading’s so-called “header bidding” technique. The pair announced they have worked to produce tight technical integrations for server-to-server header bidding. “Header bidding“ is a technique that has only recently grown up, in which publishers place ...continue reading

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