Insights on programmatic advertising, header bidding, ad exchange dynamics, supply-side platforms, and the realities of the ad tech industry.
The waterfall model is history — but understanding it is essential for anyone managing a publisher's ad stack. Plus: how a waterfall-like practice is quietly creeping back into modern header bidding setups.
Header bidding explained by someone who's implemented it across hundreds of publishers — not by a vendor selling you one. What it is, how it works, and what your ad partner isn't telling you.
A real story about a publisher losing revenue for weeks — and why the cause was invisible to every ad platform in their stack.
Beyond CPM and fill rate — the metrics that actually reveal whether your setup is leaving money on the table. Including a hidden timeout configuration that can silently cost you 10% of Prebid revenue.
The real tradeoffs your vendor isn't explaining — including why moving to server-side might give you better page speed but less visibility into your own auctions.
From "we optimize for your benefit" to "we can't block that advertiser" — a translation guide to what intermediaries say, what they actually mean, and what you can do about it.