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Director of Product Management: Advertising, eBay
Publishers and brands have high hopes for header bidding. By opening up media buying to all potential buyers instead of a preferred few, it democratizes programmatic advertising and adds transparency to the space. Jean-Dominique Boffa, director of product management: advertising at eBay, spoke with eMarketer’s Tricia Carr about how header bidding came to be, and what it means for the future of programmatic advertising.
eMarketer: How did header bidding originate?
JD Boffa: Header bidding began a few years ago to solve one of the main issues in advertising. Before header bidding, programmatic advertising was not very transparent. It was done through the waterfalling method, which gave certain buyers access to inventory sequentially, based on their priority as determined by publishers.
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