HOW PROGRAMMATIC AND HEADER BIDDING WILL DISRUPT ALL MEDIA IN 2017
Columnist Kevin Lee of Marketingland.co explains the ins and outs of header bidding in programmatic display and how it will make its way into other forms of media.
Header bidding is all the rage in the programmatic ecosystem at the moment, and it signals a significant shift in the way advertising is bought and sold.
Surprisingly, I predicted this evolution when I wrote “The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy” in late 2006 or 2007 (Yikes, 10 years ago). However, I mistakenly predicted that the winner in programmatic auction-based media would be eBay, using a media definition specification set that all sides could agree upon.
These days, when I say “digital advertising,” you may think web-based media and ad opportunities, display, social, search, native and video/audio advertising. The digital media landscape is being remade with the evolution of programmatic advertising and header bidding.
For those of you who don’t know what header bidding is in programmatic display, I’ll do my best to summarize it before we get into how it will spread into other forms of media not generally thought of as digital.