As mature as the header seems, it is already being shaken up by the seismic changes rocking digital advertising. Most notably, the third-party cookie is scheduled to sunset in less than a year and a half, which will bring great changes to how advertisers purchase programmatically. In addition, the pandemic-driven ad-spend pause and a new wave of de-duping auctions and traffic shaping have all brought uncertainty to publishers’ header management.
We decided now was a perfect time to survey publishers to understand their current header (and Open Bidding) setups while seeing what they were plotting for an ambiguous future. We asked 35 publishers of various sizes and content verticals to fill out an intense questionnaire, and the results were extremely illuminating.
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This playbook, created in partnership with GeoEdge, will dive into the results of our survey, highlighting trends, challenges and solutions.