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Header Bidding

What Is the Waterfall?

You may hear a lot these days (particularly on a header-cheerleading site like this one) about the ad-server waterfall being vanquished like some fairy-tale villain. Well, it’s not entirely gone, and similar to many foes in children’s stories, it wasn’t always such a bad thing—it was simply exploited. In the…

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A Few Good Units: Mobile Challenges Going Into 2017

Back in August of 2016, the Google Webmaster Blog announced that come Jan. 10, 2017, “pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” A little cryptic, no? Google was really taking aim at a variety…

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New Vision For the Header: A Conversation With PulsePoint

In the relatively brief amount of time since digital publishers have adopted header bidding en masse, the header has become jam-packed with demand partners. With new header solutions being built each day, publishers are now wondering how to manage—from who to let into their header to what criteria is available…

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How the Wrapper Won the Header: A Conversation With Index Exchange

It may sound like a joke, but Index Exchange has been coordinating trips to Toronto for numerous major publishers and DSPs to meet their squad of 200 engineers. Many a wiseacre would comment they’d rather avoid engineers entirely than travel long distances to meet them, but Index Index Exchange President…

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The Dawn of Real-Time Guaranteed: An Interview With OpenX’s Dmitri Kazanski

Possibly the biggest reason header bidding is such a game-changer is because it gives demand sources insight into more—if not all—of a publisher’s inventory. This enables buyers to better evaluate inventory and bid more acutely in real-time buying environments. (If you feel a need to revisit the horrors of the…

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Let’s Get Imaginative with Images: NetSeer’s Survey Explains How Publishers Monetize Visuals

We’ve written a bit in 2016 about visual monetization, and how much the marketplace has matured through smarter technology and growing interest and attention from publishers. There are factors we can discern anecdotally, or by looking at the broader digital market and extrapolating. But it’s more valuable to have fresh…

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