Few ad tech innovations have captured the attention of publishers as much as header bidding has in the last year so. Being able to tap into additional demand sources simultaneously has enabled publishers to bypass the limitations of Google’s DFP ad server and drive up yields. However, it is increasingly accepted that header bidding is more of a sticking plaster solution and that ultimately direct sales and programmatic demand should be managed on the publisher’s own ad server. Here Manny Puentes, CTO at Altitude Digital, a programmatic video platform, explains why he thinks header bidding solutions aren’t sustainable over the long haul.
