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»header bidding wrappers

Wrapper Wars: Exchanges And Publishers Question Fairness Of Index Exchange’s Wrapper

Six exchanges and a handful of top publishers who work with Index Exchange’s wrapper say they consistently notice anomalies indicating the exchange prioritizes itself. At least two of those exchanges are composing a letter to Index Exchange CEO Andrew Casale threatening to withdraw from its wrapper unless it takes steps to ensure neutrality, AdExchanger has... Continue reading »
by Sarah Sluis // October 1st, 2018 //
»
Criteo Eyes Direct Hooks Into Publishers’ Header Bidding Containers

Criteo says it is beta testing a product that would allow it to directly integrate - and give it priority access - within publishers’ header bidding wrappers. Wrappers help publishers organize tags from multiple header bidding partners and are commonly billed as a way to manage latency and other complexities, like ensuring bid requests are properly... Continue reading »
by Kelly Liyakasa // November 2nd, 2016 //
»
Header-Bidding Wrappers: Another Step Toward The End Of The Waterfall

  Header bidding has been such a runaway hit for publishers that it's required the development of a new technology to manage all the partners they want to add. What seems a small change – the addition of a wrapper that organizes buyers as they enter the ad server – further solidifies header bidding’s place... Continue reading »
by Sarah Sluis // February 2nd, 2016 //
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