Digiday: ‘An ad tech urban legend’: An oral history of how header bidding became digital advertising’s hottest buzzword

Fed up with how Google’s ad server favoured its own exchange, over the past two years many publishers restructured their tech stacks to simultaneously offer inventory to multiple exchanges before making their ad calls. Since this approach has helped pubs drive revenue and dial back Google’s competitive advantage, it caught like wildfire. The strategy is ...continue reading

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