Plans & Pricing
Does My Company Subscribe?
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.
Top 3 KPIs Tracked by US Direct-to-Consumer Brands for TV Ads, Jan 1, 2018-March 31, 2019
Length of TV Ads for US Direct-to-Consumer Brands, Jan 1, 2018-March 31, 2019
How Much of US TV Advertisers' TV Ad Spending Is Data-Enabled*? (% of total, 2018-2020)
What Obstacles Are Preventing US TV Advertisers from Using Data to Build Audience Segments? (% of respondents, April 2019)
How Much of US TV Advertisers' TV Ad Spending Is Audience-Based*? (% of total, 2018-2020)
Q2 2019 Digital Video Trends: TV and Digital Video Upfront Ad Spending Remains Strong
The Brand-Agency Relationship: Streamlining with In-House Teams and Flexible Engagement Models
How Programmatic Can Shift Ad Dollars From the Duopoly Back to TV
Why Bring Programmatic to Traditional TV, OOH and Audio?
Verizon, Chobani and Trunk Club Execs on the Challenges and Successes of Operating In-House Agencies
Connected TV Ad Inventory Keeps Growing