What’s next for header bidding?

Header bidding has been one of the key issues of debate in the sphere of programmatic advertising during the last 12 months, with publishers asked to make a choice between this, and the Google alternative. In this piece, Andrew Buckman, managing director, EMEA, at OpenX, outlines some of the key issues of consideration in the debate. 
Ever since it hit the digital advertising ecosystem, the whirlwind of header bidding has not lost an iota of momentum. Over half of large publi