Current inefficiencies in programmatic auctions are manifold: bid duplication, misguided traffic shaping and volume bias among DSPs. Header bidding turned one bid request into a dozen, as more SSPs sold identical copies of publisher inventory. But instead of locating the duplicate impressions, DSPs and SSPs use traffic shaping, a mix of manual and automated ways […]
The post The Big Story: Programmatic Excess, From Bid Duplication To VideoAmp’s Reckoning appeared first on AdExchanger.
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