Tagged: header

Header Bidding in 5 Charts

The way publishers and advertisers approach programmatic has changed significantly since header bidding debuted. Although certain iterations of header bidding can make it easier for vendors to hide pricing tricks, ad operations professionals seem optimistic about header bidding’s ability to bring greater transparency and ad quality to the space. Read More: www.emarketer.com

Publishers Tap AppNexus’ Prebid Video To Pump Up Programmatic Yield

Social-heavy publisher Diply has been using AppNexus’ video header bidding solution Prebid Video since the end of last year to allow programmatic auctions to compete alongside its ad server – Google’s DoubleClick for Publishers. The growth of Prebid Video is in line with traction AppNexus claims it’s experiencing in its video business overall. More than 100 video sellers are now using its video SSP, up from 15 publisher clients during its beta launch in March 2016, with more than 1 billion header bidding requests monthly, the company said. Source: https://adexchanger.com/ad-exchange-news/publishers-tap-appnexus-prebid-video-pump-programmatic-yield/

Ad fraud prevention best practices: X-Forwarded-For IP addresses

In this blog post, Pixalate explains X-Forwarded-For and the best practices as it relates to detecting, targeting and even blocking the IP addresses associated with programmatic advertising transactions to reduce ad fraud and improve quality. If an SSP or exchange offering bid requests is not sending the correct IP address from the XFF header, they should be queried as to their methods of IP address detection. Per the OpenRTB guidelines, Pixalate specifies using the left-most IP address in the X-Forwarded-For header as the client IP address in all transactions including targeting, filtering and blocking. Source: http://blog.pixalate.com/best-practices-xff-ip-address-blocking-ad-fraud