Amazon adopts header bidding with cloud-based publisher service

Amazon reportedly set to reach out to publishers with a new cloud-based header bidding tool, possibly as soon as next week, joining the likes of Google and Facebook in competition for this lucrative new sector.
The programmatic technique is popular amongst publishers as it allows them to take multiple offers for their ads simultaneously. Advertisers also favour the medium as it levels the playing field for distribution.  
According to AdAge, Amazon won’t offer the current state o