Consolidation Is Inevitable for Demand- and Supply-Side Platforms - eMarketer
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eMarketer Interview

Consolidation Is Inevitable for Demand- and Supply-Side Platforms

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An interview with

Jay Friedman

Partner and COO, Goodway Group

Topics:

Interview summary

Widespread publisher adoption of header bidding has had a direct impact on digital ad buyers, and programmatic media planning and buying firms like Goodway Group are seeing the effects first hand. eMarketer’s Lauren Fisher spoke with Jay Friedman, partner and COO at Goodway Group, about what header bidding has done to desktop inventory and the long-term effects it could have on the broader ad tech landscape.

Interview

eMarketer: How is header bidding changing programmatic advertising?

Jay Friedman: Header bidding, along with the industry’s improved capabilities for eliminating undesirable traffic, has driven up the cost of desktop display significantly—well over 100% to 200% in some cases.