July 20, 2018
We Must Fix The Runaway Infrastructure Chain Before It Derails The Programmatic Market
Why would exchanges add to their enormous server-farm costs by sending multiple bid requests to a single demand-side platform (DSP) for the same impression opportunity? Why did publishers implement double-digit header bidder exchanges? Why are publishers and app developers now implementing multiple containers?
The answer to each of these questions is part of a phenomenon in programmatic advertising that is creating massive inefficiency in the space. I call it “the runaway infrastructure chain.”