The gist: Clark says header bidding brings publishers and marketers closer to the promise of programmatic.
More information: “Header bidding brings marketers and publishers closer to the promise of programmatic: finding the right audience for the right price to further a marketer’s efforts, said Julie Clark, VP of programmatic sales at Heart Core Audience, per AdExchanger.
AdExchanger asked: “Is header bidding shifting the pendulum of power back to the sell side?”
Clark said: “Over the past 12 to 18 months, I’ve seen a swing in general back to premium content. Programmatic was simply a DR [direct-response] and efficiency engine historically. Now new technology allows for more expansive means of targeting and KPI achievement.
“It’s moving into a premium inventory and effectiveness category now, where both things can be done. Branding represents the biggest uptick in programmatic spend in recent months. There is now a higher willingness to pay for truly premium inventory.”