Preventing Bad Behavior in Header Bidding: Supply Path Optimization
bokonads.com
As publishers implement header bidding in increasing numbers, we are beginning to see new techniques that allow an aggressive SSP to significantly alter outcomes for both the publisher and the buyer. This results in short-term gain for the SSP but long-term pain for the advertiser, publisher, and the programmatic ecosystem as a whole.
Preventing Bad Behavior in Header Bidding: Supply Path Optimization
Preventing Bad Behavior in Header Bidding…
Preventing Bad Behavior in Header Bidding: Supply Path Optimization
As publishers implement header bidding in increasing numbers, we are beginning to see new techniques that allow an aggressive SSP to significantly alter outcomes for both the publisher and the buyer. This results in short-term gain for the SSP but long-term pain for the advertiser, publisher, and the programmatic ecosystem as a whole.