AdExchanger: The Next Evolution Of Programmatic: The Publisher Exchange

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This potential disintermediation of exchanges points to where the next true battleground of supply-side programmatic will be: the wrapper. The place where the header-bidding auction occurs, the wrapper is likely the platform through which publishers and DSPs will interface with each other. Index Exchange foresaw this development years ago, and it’s a direction that Rubicon has also recently considered. There are a number of other companies in the space with their own wrappers or ad-management solutions also positioning themselves for this platform change.

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