By Erik Requidan

Myths that remain unchallenged over time become truths. Integrating header solutions is not recreating a waterfall or ‘waterfalling’. Not even close.

Waterfalling is a unidirectional process that was developed in attempt to create an auction style process. Where the programmatic waterfall method falls short of a true auction definition is found in its set up: simple groups of buyers taking what they want, then passing on to another group of buyers instead of allowing the groups of buyers to directly compete. Waterfalling or rather ‘daisy-chaining’, is not a true auction. In this pseudo-auction, buys are typically comprised of blind buys, wide Read full story ›

Source: The Drum