Billing on actuals...
We are considering moving to a duration based/pro rata billing approach for non flighted campaigns. My question is whether or not it is more acceptable to bill this way these days or if the majority of clients you work with still desire actuals.
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Header bidding has proven to be a revenue game-changer for many digital publishers. Through header bidding, publishers are able to gauge and transact on the true value of their inventory in programmatic channels. And for a lot of publishers, once they've gotten accustomed to life and business with header implementations, they want more -- more header partners, more unique demand, more revenue. Diving deeper into the header can be good for business, but it can complicate the day-to-day for ad ops.