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The way in which ads are traded via programmatic methods has evolved and now there are various mechanisms available such as open auction, guaranteed and private marketplaces. One of the key evolutions in the programmatic trading industry has been header bidding which has impacted the way in which inventory is bought and sold and the auction dynamics.
IAB Europe white paper explores the basics of what header bidding is and how it works; recent header bidding developments; the challenges and opportunities for buy-side and sell-side stakeholders. It also provides guidance on the key considerations and impacts for buy-side and sell-side stakeholders implementing header bidding strategies.