Trends Report

Q&A: Header Bidding — What It Is And How It Works For Publishers And Marketers

July 18th, 2016
Susan Bidel, null
Susan Bidel
With contributors:
Melissa Parrish , Richard Joyce , Wei-ming Egelman , Peter Harrison


Publishers are deploying header bidding to wrest control of the monetization of their advertising inventory. As a result, marketing leaders are enjoying unprecedented access to the highest-quality inventory and paying higher costs per impression (CPMs) for the privilege. This Q&A describes the header bidding process and the pros and cons it offers for both publishers and marketers.

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