MarTech Landscape: What Is Header Bidding — And Why Should Publishers Care?

Next to ad blocking, header bidding is one of the hottest topics among digital advertisers and website publishers. It’s complicated and quickly evolving, but it can give publishers more control over — and higher rates for — their ad space. What Is Header Bidding? Short answer: It’s a way for publishers to conduct direct auctions, so as to bypass the inefficiencies that keep ...Read the full article