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Header Bidding Is the Most Misused Term in Ad Tech

Header Bidding Is the Most Misused Term in Ad Tech

Header bidding — also known as “header auctions,” “re-bid auction,” “pre-bidding” and “advanced bidding” — is designed to increase competition by providing a level playing field that gives advertisers equal access to publisher inventory.However, due to lack of transparency and synchronization between ad tech players, header bidding can have the opposite effect.