|Hi,|As you may know, header bidding was supposed to solve the problem of complexity in ad operations. As the adoption picked up pace however, SSPs (supply-side platforms, software used by publishers to sell ads) began altering their bidding algorithms and employing aggressive auction tactics to increase yield.
This works out well for the SSPs and even publishers, in the short term. But in the long run, everyone loses. In this post, we cover how supply-path optimization can help publishers and advertisers avoid such risks created by ad tech middlemen.
Editor, AdPushup Blog