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Published: October 03, 2017
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Publishers are becoming savvier and more strategic in their use of header bidding, a specific implementation of programmatic advertising that allows ad buyers greater access to publisher inventory—even inventory once only set aside for direct advertisers. But in light of this advantage, many advertisers are struggling to understand header bidding, let alone build a strategy around it.
"Almost half of US agency and marketing professionals still don’t understand header bidding, according to a January 2017 poll conducted by Advertiser Perceptions."
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US Agency and Marketing Professionals' Level of Understanding of Header Bidding, Jan 2017 (% of respondents)
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