Plans & Pricing
Does My Company Subscribe?
Vice President, Sales and Programmatic Strategy, Intermarkets
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.
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.
Primary Way in Which Their Programmatic and Direct Media Buying Teams Operate According to US Digital Media Buying Decision-Makers, May 2018 (% of respondents)
UK Senior Ad Buyers/Planners Who Agree that GDPR Will Lead to Less Programmatic Ad Spending, May 2018 (% of respondents)
UK Digital Display Ad Spending Share, by Format and Purchase Method, 2017 (% of total)
Channels/Tactics with the Greatest Opportunity for Advertising in 2018 According to UK Brands vs. Agencies (% of respondents)
US Advertisers and Agency Professionals Who Believe They Will Stop Using RFP Buys in the Future, Feb 2018 (% of respondents)
Digital Ad Pricing StatPack: Programmatic Display CPMs and Pricing Trends for 2018
General Data Protection Regulation (GDPR): What Companies Need to Know Now
The Next Battle for Brand Safety Is in the Comment Section
How Advertisers Are Reorganizing Around Programmatic
Fear of the Duopoly Remains Strong for Advertisers
Ad Agencies Are Breaking Down Programmatic Silos