Swimming up(bid)stream

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.

[Read the full article on MarTech Today.]

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About The Author

James Green is chief executive officer at Magnetic, a technology company with a marketing platform for enterprises, brands and agencies. James is charged with driving the company’s strategic vision and overall expansion.