There’s been a lot of prattle about the potential of header bidding. Some have even called it waterfalling by a different name, and that with some tweaking to header bidding’s implementation it could be a positive development for the industry.
But I don’t believe that header bidding will ever be a positive development. It is not a waterfall – it is Niagara Falls. Header bidding’s adoption will thwart the advancement of programmatic advertising.