Columnist James Green takes a look at the explosive growth of the bidstream, the challenges of header bidding and how automation and data science will shape the future of ad buying.
Over the past two years, there has been an explosion in the bidstream — or for the layman, the number of ad opportunities available for auction in real time has dramatically increased.
This isn’t because there are suddenly more people on the planet, or users are visiting massively more pages, or the number of ads on pages is abruptly increasing (though it may appear that way if you’re not using an ad blocker).
So, why has the bidstream grown so enormously? Header bidding.
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