Just when you wrapped your head around “programmatic”, a new variant of the data-driven advertising technology is creeping on to the scene.
In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices. Joe Laszlo, Vice President, Industry Initiatives, IAB, in this video interview with Beet.TV describes “header bidding” as “a way to shift the ad transaction on to the web page itself, so that it happens on the client side, in a web browser”.
And we invite you to learn more about programmatic at the upcoming IAB Programmatic Marketplace taking place in New York City on March 7, 2016. Learn more here.
