Inventive advertising technology continues to surface as the mobile tidal wave builds momentum. Programmatic, private marketplace, native and real-time bidding are all important AdTech innovations that are here to stay.
One of the more topical innovations, header bidding, which aims to eliminate the price tiers & inefficiencies associated with the traditional ad server “waterfall,” is far from taking a bow, but it also doesn’t deserve a standing ovation.
Header bidding is a programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. Its main goals are to eradicate the dreaded advertising waterfall and solve the thorny issue of automating digital advertising. While header bidding succeeded in opening the floodgates to all of a publisher’s bidding partners, some experts still consider it waterfalling by a different name.