As publishers embraced header bidding, many programmatic buyers observed the trend from the sidelines. Since header bidding boosts yield for publishers by increasing competition, it follows that ...

Header bidding adoption has ramped up quickly over the last few years, but has yet to spread significantly to formats other than web display. AppNexus is one of the companies pushing to change that, ...

The impact of header bidding on desktop-based advertising has been well documented, giving an increased level of fairness within ad auctions which was not present under waterfall systems. However, a ...