An Ad Tech Urban Legend
Over the past couple of years, publishers have restructured their ad stacks to enable them to simultaneously offer inventory to multiple exchanges before making ad calls in order to drive revenue and beat back the dominance of bigger players. The rise of header bidding has been well documented.
But how exactly was the term ‘header bidding’ coined. Digiday has done an investigation into the who/when/where – and our very own Matt Prohaska has an interesting tale to tell. Turns out that a conversation with Sarah Sluis of Adexchanger was a pivotal point in the development of particular piece of nomenclature.
Here’s the story of how the buzzword came to be, from some of those who helped popularize it.