Exchange Wire: Header Bidding: The Next Trend for Brazilian Publishers

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The second promise of header bidding was to offer buy-side access to 100% of a publisher’s inventory, as opposed to the scraps and remnants available from ad-server waterfalls. “Buyers could now start to move premium, high-CPM campaigns from traditional, insertion-order-based buys into programmatic platforms”, ​​said James Prudhomme, managing director EMEA, Index Exchange.


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