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The programmatic video and mobile advertising market

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The programmatic video and mobile advertising market

has been somewhat volatile in recent years, but device penetration and market maturity seem to provide publishers and advertisers with convenience and security when buying and selling through of mobile and video ads. In 2017, brands will focus on cross-device -multi-device- and multiscreen strategies, increasingly common and effective for reaching all the devices in which consumers are present.

Header Bidding  mobile phone number directory uk  will revolutionize buy / sell auctions Header bidding (or pre-bid) will help publishers better decide which partners to work with.

Unlike waterfall auctions, which have long been the standard for buying and selling ads, header bidding allows all bids to be made at once. This allows a more democratic path to publishers’ ad inventory, generating greater benefit for both publishers and advertisers. The price tends to go up, giving publishers more money. At the same time, it allows advertisers a more efficient approach to the inventory they want.

In traditional cascading methods, publishers cannot choose their partners, as they are assigned tiers based on how much money they have historically invested. The more they have spent, the level they occupy is higher. When an advertising impression is put up for auction,

it is offered at the highest level first, if that level does not want it, the same impression goes down to the next level. This is repeated until an advertiser makes an offer. But this process doesn’t always give the publisher the UK Phone Number Database   true value of their print. It also doesn’t give advertisers a level playing field to bid on the impression they want. And this is where the concept of header bidding comes into play and takes on dimension.

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The importance of this trend has also been noted by the IAB, and its members of the so-called The OpenRTB Group are now working on implementing a larger-scale header bidding offering (thanks to a new open protocol for automated trading of digital media in a wide range of advertising platforms, devices and solutions).

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