The Guardian is the latest tier one title to experiment with the use of header bidding technology, as the publisher seeks to strike the right balance between increasing the number of bids on its advertising inventory without detracting from the user experience in a real-time bidding (RTB) context.
The Guardian has confirmed with The Drum that it is testing a number of ad tech options, and is working with a number of ad tech vendors, believed to be AppNexus and Rubicon Project, to trial header bidding technology.
Header bidding is a method of deciding how best to allocate advertising inventory which causes Read full story ›
Source: The Drum
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