Alex Gardner, SVP of partner development at Index Exchange, said the other major indication of digital’s increasing health in 2017 was the shift to first-price auctions, better known as header bidding. “Header bidding has managed to saturate nearly every major market,” he said. While the practice continues to evolve and mature, he said the practice will naturally become more sophisticated, bringing greater value for publishers.
“Fundamental changes to the supply chain are now firmly in place,” he said. “[It’s] creating the perfect storm of increased trustworthiness and credibility. Spoofers and fakers will find it more challenging to hide, and remaining legitimate publishers will be well-positioned to yield full value from all bidders with full fee transparency.”