Everything about:

Header Bidding

What Is Prebid.org?

Prebid.org has already been the central URL for the Prebid suite of open-source header bidding products and projects. As of Sept. 11, 2017, Prebid.org is also the name of the neutral industry organization that will offer guidelines and development support for Prebid products. AppNexus and Rubicon Project have publicly led…

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Invasion of the First-Price Auctions

With all the hubbub about first-price auctions taking over the real-time bidding ecosystem, I don’t think there’s been enough talk about why the second-price auction is currently the standard bearer. That’s why I was exhilarated when Univision’s Eyal Ebel brought the point up at our recent Meetup on the current…

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What Is EBDA?

Exchange Bidding in Dynamic Allocation is, in a nutshell, Google’s answer to header bidding. It’s a server-side solution where exchanges and SSPs can bid on publisher inventory along with Google’s AdX in a unified auction. Now, to understand why that matters, we’re going to have to walk back a few…

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8 Mammoth Takeaways From Programmania

“Digital Is Dead” read the first slide of Larry Allen’s keynote for Programmania on June 5, 2017. I don’t know if it elicited the gasps Larry was hoping for, but I could detect a certain sense of puzzlement flowing throughout the room of 200-plus programmatic specialists. Wait—isn’t this supposed to be…

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What Is Single-Request Architecture?

Single-request architecture is a setup where, in a header bidding framework, the bidder sends one call to the ad server for multiple ad slots, and the server returns bids for all of those ad slots at the same time. To explain why single-request might be advantageous to the publisher, and…

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What Is Server-to-Server?

Before we talk about server-to-server (or S2S, or server-side bidding, or whatever you want to call it), we have to talk about header bidding. Header bidding allows publishers to solicit bids on all their inventory from a select group of demand partners in a unified auction, just by putting the…

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