At the first Digiday Hot Topic on February 7, 2017, Tapad will explore this facet of digital media through a series of talks from the publishers and experts at the forefront of this practice.
2016 was the year of the header bidding. But what is it, why does it matter and what will 2017 bring? In short, header bidding is an advanced programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. The practice is gaining steam with publishers, who say that it gives them greater yield on their inventory -- and it might just change how efficiently publishers use their ad exchanges.
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