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.
Read the rest of the article at Direct Marketing News.