Header Bidding: Online Advertising Evens the Playing Field Thru Pure Capitalism

For many years online advertising has been relatively static, with direct buys getting first dibs on impressions, followed by a programmatic guess at the most valuable ad exchange, often dominated by Google’s Doubleclick leviathan. In the summer of 2015 new technology began spreading called header bidding (or advance bidding, or pre-bidding) that removes the pre-conditions and guesswork of online advertising by requesting real-time bids for impressions, thus creating a truly open marketplace. This has increased margins for publishers and reduced Google’s dominance in the marketplace, making everybody (except Google) happy. Digiday recaps the revolution.

‘An ad tech urban legend’: An oral history of how header bidding became digital advertising’s hottest buzzword

Digiday.com, 6.16.17