The debate over the merits, and shortcomings of exchange-based media trading continue, and the emergence of header bidding – and Google’s bid to counter it – is still one of the defining questions for publishers to face in 2016.
AppNexus has been at the forefront of this header bidding debate, eager to point out the supposed bias in earlier ‘waterfalling solutions’ to Google’s DoubleClick.
Although it must be said that a raft of others including AOL, OpenX, Criteo, etc. have also helped lead the charge, and the recent $200m mark down of Rubicon Project’s stock price for its late entry into the game demonstrates its importance.
Earlier this month, AppNexus doubled down on its header bidding strategy with the launch of PreBid Enterprise. The launch of this open source ‘wrapper’ technology is integrated with multiple sources of demand, and ultimately, to ‘avoid the Google AdX tax’.
The Drum put further questions to AppNexus president Michael Rubenstein.