- 24 May 2017
Header bidding may have its drawbacks, but for now it’s driving big revenue gains for publishers. The Telegraph began using header bidding for all its inventory nine months ago and claims programmatic revenues are now 70 percent higher than what they were this time last year as a direct result.
The British newspaper is on a mission to get all its digital inventory into a unified auction, where direct-sold campaigns can compete with programmatic, across display, native, and in time, video. It has vetted partners that can bring quality demand to its wrapper and a month ago signed up Criteo’s new client-side header-bidding product, Direct Bidder.