{"id":1077,"date":"2018-07-20T16:20:19","date_gmt":"2018-07-20T16:20:19","guid":{"rendered":"http:\/\/v2.openx.local\/news\/we-must-fix-the-runaway-infrastructure-chain-before-it-derails-the-programmatic-market\/"},"modified":"2022-03-13T05:34:03","modified_gmt":"2022-03-13T05:34:03","slug":"must-fix-runaway-infrastructure-chain-derails-programmatic-market","status":"publish","type":"news","link":"https:\/\/www.openx.com\/en-gb\/news\/must-fix-runaway-infrastructure-chain-derails-programmatic-market\/","title":{"rendered":"We Must Fix The Runaway Infrastructure Chain Before It Derails The Programmatic Market"},"content":{"rendered":"\n<p>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?&nbsp;Why did publishers implement double-digit header bidder exchanges? Why are publishers and app developers now implementing multiple containers?<\/p>\n\n\n\n<p>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 \u201cthe runaway infrastructure chain.\u201d<\/p>\n\n\n\n<p><a href=\"https:\/\/adexchanger.com\/the-sell-sider\/we-must-fix-the-runaway-infrastructure-chain-before-it-derails-the-programmatic-market\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read the Full Article<\/a><\/p>\n","protected":false},"author":2,"featured_media":1709,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[25,15],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>We Must Fix The Runaway Infrastructure Chain Before It Derails The Programmatic Market<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.openx.com\/en-gb\/news\/must-fix-runaway-infrastructure-chain-derails-programmatic-market\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We Must Fix The Runaway Infrastructure Chain Before It Derails The Programmatic Market\" \/>\n<meta property=\"og:description\" content=\"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?&nbsp;Why did publishers implement double-digit header bidder exchanges? 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