Header bidding — also known as pre-bidding, advance bidding, holistic yield management and even “tagless integration” (even though it requires tags to function) — can be a great way for publishers to maximize the sale of unsold inventory left over from guaranteed campaigns and programmatic deals. But the technique is not all that it seems, and publishers should not expect it to maximize inventory revenue. Smart AdServer’s Country Manager for the U.S., Romain Job, explains in which cases header bidding is a good alternative to waterfalling, and when you just shouldn’t believe the hype. Check out the feature article in full on Adotas.com.  
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