Header Bidding Could Be Transformational for Marketing

April 8, 2016 — by Amarita Bansal    

A Direct Marketing News article reported on a panel session that took place at the Interactive Advertising Bureau’s Programmatic Marketplace conference, called “Header Bidding: Fad or Future?” The key takeaway? Header Bidding is the new black. Below is an excerpt from the article:

The session at the Interactive Advertising Bureau’s Programmatic Marketplace conference was titled, “Header Bidding: Fad or Future?” and panelist Sam Cox opened by answering the question. “The technology could be a fad, but what the tech does could enable the future, because the future is to put programmatic first,” said Cox, VP of global partnerships at MediaMath.

Fellow panelist Tom Shields, a programmatic pioneer who launched one of the world’s first ad servers, was equally adamant that marketers take heed of the development. “Header bidding is transformational,” he said. “If you’re not paying attention, you may be missing out on something important.”Header bidding is an antidote for programmatic advertisers who complain that the automated bidding process provides just remnant inventory. The  technique has publishers offering premium inventory to multiple ad exchanges before releasing it to their ad servers. In this way publishers can test the true market value of inventory they usually sell direct and, perhaps, realize higher yields.

Amarita Bansal

Amarita Bansal is Senior Content Manager at MediaMath. In her role, Amarita provides thought leadership in the adtech space by fostering relationships across every team at MediaMath, producing content for the blog, demand generation initiatives, media placements and bylines. She also guides the content strategy for our account-based marketing efforts. Born and raised in West London, New York City is now her adopted home town. An alumna of Northwestern University’s Medill School of Journalism, Amarita has produced content across all digital platforms, previously working at Associated Press in the London bureau. She's a pilates enthusiast and loves to go giggin’.