By Ronan Shields

AppNexus is continuing to push header bidding as a means of enabling publishers to better monetise their inventory, with the unveiling of PriceCheck, as the independent ad tech outfit is widely expected to make an initial public offering (IPO) later this year.

PriceCheck lets publishers maximise the return on their inventory using an auction system called header bidding that allows them to see how much multiple advertisers are prepared to pay for their ad space before finally committing to one method or another (such as allocating it to a direct deal, or sell it via a private marketplace).

Again, AppNexus is positioning Read full story ›

Source: The Drum