Casale explained how, early on in programmatic, the supply-side vendors operated marketplaces on behalf of publishers and media companies.
“In header bidding, the marketplaces are now operated by the media companies and publishers so they have a lot more transparency,” he continued.
“Rather than picking a single vendor as was typically the case with programmatic, they are now able to work with multiple companies from the large like Google to the more independent like ours.
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