Don’t Go Chasing Waterfalls: What CTV Publishers Need To Know About Unified Auctions

AdExchanger

Oct 11, 2021

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Don’t go chasing waterfalls, please stick to the bidders and the auctions that you’re used to. Ultimately, we know that you’re going to have it your way or nothing at all.

Over the years, programmatic has optimized the buying and selling process. What started as a ranked buying system in ad servers known as “waterfalls” has evolved into “unified auctions,” all thanks to header bidding technology that allows multiple buyers to bid on inventory simultaneously, which maximizes yield for publishers. Header bidding was a no-brainer that led to a new industry standard for digital advertising.