WTF is dynamic allocation? Digital Review

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What does this need to do with header bidding?Header bidding evolved as a result of Google’s powerful position in auctions. It was getting all of the counsel, and rivals were getting none, until they came up with a way to cut in line in the bidding manner. Rival exchanges struck deals with publishers searching to augment the competitors for his or her ads, and that they were able to get a code placed into the headers of internet sites. The code would show rival exchanges ad stock, and the characteristics of the user on the other end, earlier than Google, in order that they could bid therefore for captivating impressions.

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Having this header bidding insight has become an capabilities for some top Google rivals like The Rubicon Project, Open X and AppNexus.

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