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ht_header_bidding

Lower match rates and reduced yields: Publishers’ concerns about server-side header bidding

By digiday, ht_header_bidding, Publishers, UK

Header bidding has gained in popularity among publishers in the last year due to how the technique lets them squeeze more revenue from ads traded programmatically. But latency issues have meant that all eyes are now on the next phase of header bidding: server-to-server. But this method has its own trade-offs, and not all publishers are convinced they are worth it, yet.

The post Lower match rates and reduced yields: Publishers’ concerns about server-side header bidding appeared first on Digiday.

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