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Preventing Bad Behavior in Header Bidding: Supply Path Optimization
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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

Brian O'Kelley Aug 20, 2016 • 9 min read
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