Header Bidding by the Numbers
Every month, Industry Index gathers MadTech leaders to discuss trends, hot topics, and new technology in the industry. Our Michael Stoeckel joined the June Round Table event to talk Header Bidding. It’s a complex topic, and it’s evolving fast – but put MediaMath, PubMatic, Media.Net, Bloomberg, Purch and Newscorp, amongst others, in the room – and the expertise and insights offered are hard to beat.
Stoeckel commented, “A lot of folks said that the driver initially of header bidding was to get fair competition with DoubleClick. I’ve never really seen it that way and I’ve never seen that was what made the clients happy afterwards. It’s really about getting ultimate competition for each ad impression; creating the super auction, between all your demand sources and breaking the waterfall. The driver was really getting better yield; you had a lot of smart people doing a lot of manual work manipulating waterfalls and there had to be a better way.”
Watch the full roundtable here.