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Digiday: How keeping transparent price floors influences ad bidding strategies

Drew Bradstock, SVP of product at Index Exchange, said that before header bidding allowed SSPs to simultaneously bid on the same inventory, SSPs were more likely to have unique inventory, and they could make money by simply selling the inventory they had access to and taking a cut. But with header bidding, several SSPs are bidding on the same inventory, and only the one that wins the auction will make any money.

 

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