Why Buy-Side Platforms Are Saying Goodbye to Some Sellers - eMarketer
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eMarketer Interview

Why Buy-Side Platforms Are Saying Goodbye to Some Sellers

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An interview with

Erik Requidan

Vice President, Sales and Programmatic Strategy, Intermarkets

Topics:

Interview summary

The ad tech landscape has long been crowded and cluttered, but many—including Erik Requidan, vice president of sales and programmatic strategy at digital advertising firm Intermarkets—consider header bidding a catalyst for weeding out the weaker players. eMarketer’s Lauren Fisher spoke with Requidan about the strain header bidding places on buy-side platforms and what they are doing to combat it.

Interview

eMarketer: How has header bidding changed the programmatic advertising ecosystem?

Erik Requidan: Many of the early advantages of header bidding were on the publisher’s side in the form of yield optimization and yield strategy. But for buyers, there’s a lot more signal noise out there.