Header bidding versus Google First Look

Header bidding has proven to be one of the key areas of debate in the ad tech space this year, having been pushed heavily by prominent ad tech vendors, including AppNexus and Rubicon Project to name a few.
However, the momentum of the technology was disrupted earlier this year by arguably its biggest detractor Google, with its announcement of the full rollout of its answer to header bidding – DoubleClick First Look – a solution that is now available to publishers worldwide, as well a