June 27, 2017

When More Isn’t Merrier: Why Redundant Header Bidders are Destabilizing Digital Advertising

Header bidding rose to prominence following the impressive yield results it delivered for publishers when first introduced almost three years ago. Publishers experienced revenue lifts that often exceeded 40% after integrating just one bidder, so, logically, they continued to add more header bidders to increase competition in hopes of driving even more revenue.

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