How the Header Bidding Gold Rush Predicts the Future of Programmatic Exchanges

by Jason Fairchild, CRO & Co-Founder OpenX As the first decade of programmatic comes to a close the industry is looking ahead to what’s next. The commoditization concept of independent exchanges continues to short-change publishers and buyers. In fact, minor differences have a major effect on exchange performance, materially impacting participants’ bottom line.Read the full article