Facebook launches header bidding to create a ‘safer environment’ for programmatic

Facebook has put its backing to header bidding, an advanced programmatic bidding technique that is said to be more profitable for publishers and brands.
Header bidding works by allowing publishers to offer inventory to multiple ad exchanges simultaneously before making the final call to ad servers such as DoubleClick.
According to Yoav Arnstein, head of audience network for Facebook in EMEA, by allowing multiple demand sources to bid on the same inventory simultaneously, the result means publish