‘I Invented Header Bidding’: Now O’Kelly Is Making Marketing Programmable

COLOGNE — Thank Brian O’Kelley for the new-wave way that publishers are maximizing yield by tapping in to multiple demand sources. In the words of the AppNexus CEO himself: “I invented header bidding back in 2009.” Using that technology, publishers don’t have to be hemmed to selling their space through just one ad exchange, they can take […]

Accuen CEO Pagliuca: Header Bidding Will Accelerate Trend Of Direct Programmatic Relationships

MIAMI – Accuen, Omnicom’s programmatic agency, sees the future of programmatic media buying involving more direct relationships between advertisers/agencies and publishers—a trend that will be hastened by header bidding. As it turns out, the industry had to go forward before going backward, starting with manual buying, according to Megan Pagliuca, Accuen’s Global CEO. Then came […]

Political Campaigns Benefit From Header Bidding: Intermarkets Snow explains

This election year, $1.1B of an expected total of $11.4B political ad spending will go to digital, according to a recent Borrell Associates estimate. But how is that money being used online? One advertising technology firm buying ads for campaigns says a new flavour of programmatic is rising – and not all ads have to be political in […]

MediaMath Sees Publishers, Advertisers Skirting The ‘Waterfall’ Via Header Bidding

VIEQUES, PR — Header bidding in programmatic advertising—not necessarily a new concept but one that’s gaining in popularity—can only benefit publishers and advertisers when both possess an intimate knowledge of the techniques involved, according to longtime practitioner Sam Cox. Simply stated, header bidding enables publishers to avoid the “waterfall effect” of how ad exchanges offering […]

IAB Mulls ‘Header Bidding 101’ To Help Standardize Latest Ad Tech

Just when you wrapped your head around “programmatic”, a new variant of the data-driven advertising technology is creeping on to the scene. In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices. Now the Interactive Advertising […]

OpenX Opens Up Header Bidding To Real-Time Guarantees

PALM SPRINGS — The latest piece of ad-tech lingo is “header bidding” – a kind of advance bidding on ad inventory where publishers offer ad spots to multiple sources of ad demand, hopefully increasing their yield. Ad-tech vendor OpenX is amongst the pioneers in the space. And now its recently-announced Real-Time Guaranteed (RTG) system is connecting […]

Header Bidding Rears Its Head With Yield And Cost: OpenX’s Saifee

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? Digiday’s “WTF?” series explains: “Header bidding, also known as advance bidding […]

In Its ‘Third Innings’, Header Bidder Ready To Bat For Mobile: Oath’s Gillis

Header bidding, the technology which now allows publishers to entertain bids for ads from multiple demand sources simultaneously to gain higher prices, has been operating for just about two short years. But in that time it has gained much favor amongst display ad sellers. Now it is ready to shake up one of the fastest-growing […]

How Meredith’s Schenck Works With Platforms, Beyond Headers

It took only a few short years of “programmatic” advertising for a new sub-variant, “header bidding”, to come on to the scene. But one publisher thinks that technology, which lets ad sellers entertain bids from multiple demand source simultaneously to achieve higher yield, should not be talked about as a distinct product. “Header itself, overall, […]

IBM, MediaMath Craft Partnership For Futuristic Infrastructure And Cognitive Bidding

COLOGNE – Despite the many innovations birthed by the advent of digital marketing, there’s still much to be done to deliver ads to people that don’t annoy them. This is why IBM and its Watson artificial intelligence assets are teaming up with demand-side platform pioneer MediaMath to create an infrastructure that supports cognitive bidding. The […]

Header 2.0 Puts Publishers Choice On The Server, Gardner Says

HOLLYWOOD — In the new programmatic buzzword of “header bidding”, publishers no longer have to run auctions for ad buys sequentially; they can audition multiple demand sources simultaneously, to get the highest price. The practice has been around a few years, but spent 2016 bedding in. In 2017, however, header bidding is changing. No longer confined […]

OpenX Hoping To Optimize The Use Of Multiple Header Partners

The increased popularity of header bidding has spawned an outgrowth of header partners for publishers along with new container solutions, introducing complexity that can lead to heavy pages and slow loads—negatives for user experience. OpenX is hoping to tidy up the multiple header partner playing field with its Meta solution, according to Qasim Saifee, the […]

Inside Ad Supply Path Optimization, With MiQ’s Lara Koenig

At this point in the evolution of digital advertising, there is an increasing focus on supply path optimization (SPO), as companies aim to maximize their ad efficiency. But, beneath the acronym, how does SPO actually work, and how does it translate to connected TV advertising? Lara Koenig, Global Head of Product, MiQ, says there are […]

Let’s Build A Better Ad Break: Publica’s Wilhite On The Server-Side Advantage

LONDON, UK — What will the TV commercial break look like in five years? If James Wilhite gets his way, it will include more innovative formats delivered thanks to ad server-side technology. In this video interview with Beet.TV, Wilhite, Head of Product, Publica, explains how he thinks the traditional commercial break could soon be re-invented. […]

Magnite’s McLeggon Sees Convergence Crashing Ashore At Cannes

CANNES —  The Cannes Lions festival can be a vantage point from which executives see and advance media’s emerging trend lines. For Matt McLeggon, that means workflows coming together, just as it meant those executives coming together at the festival. In this video interview with Beet.TV, McLeggon, senior vice president of advanced solutions at ad-tech […]

DIRECTV Drawn To Magnite To Make Traditional TV Programmatic

Fresh from a host of announcements, sell-side ad platform provider Magnite says it has been picked by DIRECTV for programmatic ad sales enablement. The company will extend programmatic automation to DIRECTV’s traditional TV inventory. That will start with on-demand, working work enabling linear for programmatic by next year as a goal. We're excited to announce […]

How Tags & Tools Can Save The TV Experience, Beachfront’s Tom St. John

SAN JUAN, Puerto Rico – If connected TV is going to make good on its promise to bring super-targetability and automation to TV advertising, it had better eliminate faux pas in ad placements. In this video interview with Beet.TV at Beet Retreat San Juan, Tom St. John, Head of Partnerships, Beachfront Media, says, too often, […]

All Boats Rise At The Beet Retreat: Magnite’s McLeggon

In an industry that depends on connections, integration and collaboration are critical. But those connections aren’t only digital. At the Beet Retreat, one of the industry’s most talked about gatherings of high-level media executives, decision-makers come together to debate and thrash-out new working relationships. In this video interview with Beet.TV, Matt McLeggon, SVP, Advanced Solutions, […]

Frequency-Capping of Ads Is Possible on CTV Platforms: Publica’s Ben Antier

LOS ANGELES – Viewers of streaming services that have commercial breaks are familiar with the phenomenon of seeing the same ad repeated throughout a show. Advertising technology companies are working to prevent these occurrences on connected television (CTV), giving marketers the ability to cap the frequency of their ad placements. “It’s not a difficult problem […]

Move Fast & Chase The Future: EMX’s Zacharski On A CTV-Driven Ad Ecosystem

Could connected TV’s achilles heel also be its superpower? Many who have dabbled with advertising through streaming TV services know that its lack of cookie identifiers has historically been a problem. But the deprecation of third-party cookies in web browsers is proving to be a great leveller. In this video interview with Beet.TV, Michael Zacharski, […]