Why it’s time to force the horizontal trade

It increasingly looks like we’re reaching a watershed moment in online publishing. Programmatic technology has been rapidly adopted as publishers seek the fastest and most efficient way to offer their inventory to advertisers in order to maximise yield and get the best revenue return.
Header bidding has played a key role in that it has created an auction environment that allows advertisers to bid for the inventory they most want, allowing publishers the chance to sell to the highest bidder