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»server-side header bidding

AppNexus And Index Exchange Are The Header Bidding Leaders

AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side. Seventy percent of the top 1,000 publishers running programmatic advertising use header bidding, according to the report, which ServerBid created... Continue reading »
by Sarah Sluis // September 7th, 2017 //
»
Google Removes Its 'Last-Look' Auction Advantage

The "last-look" advantage Google’s ad server gave to Google's ad exchange so bothered publishers and exchanges that it gave rise to header bidding. As of this week, that advantage is no more, AdExchanger has learned. Google just reworked its auction so it no longer favors itself in the allocation of bids. A support document this... Continue reading »
by Sarah Sluis // March 31st, 2017 //
»
TripleLift Builds Server-Side Header Bidding For Native Ads

TripleLift is throwing its hat into the server-side header bidding ring. On Tuesday, it rolled out its wrapper, Apex, which lets publishers bring in demand for their in-feed native ad placements. TripleLift will run a first-price auction among all participating partners, a shift from the OpenRTB spec of a second-price auction that could result in... Continue reading »
by Sarah Sluis // February 7th, 2017 //
»
AppNexus And Index Exchange Launch Server-Side Header Bidding With Mutual Support

Publishers contemplating a switch to server-side header bidding now have two more options. They can use AppNexus’ Prebid server-side wrapper, which will tap into Index Exchange’s demand. Or they can put Index Exchange’s wrapper on their page, which will make a server-side call out to AppNexus. “We are giving publishers choice, and a flexible, transparent solution,”... Continue reading »
by Sarah Sluis // January 30th, 2017 //
»
Header Bidding Goes Server-Side: 6 Things You Should Know

Header bidding, make way: In the next year, more publishers will switch to server-side header bidding. The solution offers clear advantages – while introducing other disadvantages – with which the industry will grapple as publishers update their tech. Like with header bidding, publishers run a pre-auction before the ad server to create a level playing... Continue reading »
by Sarah Sluis // January 11th, 2017 //
»

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