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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.