By AdExchanger / Paul Bannister
With all of the talk of header bidding and now header bidding wrappers, it’s clear that most publishers are moving forward in this space in a big way.
However, many buyers often have viewed these technologies as something they don’t need to think about, a publisher-facing technology that has no impact on their decision-making. That couldn’t be further from the truth.
Header bidding dramatically changes how publishers organize their waterfalls. The publisher’s ad waterfall is one of the most important things for a savvy buyer to understand. Where an advertiser’s media is prioritized in the waterfall – whether for a direct-sold deal or programmatically – has a big impact on their scale, access and performance, which are obviously critical issues for any advertiser.