As header bidding continues to gain stream this year, IAB Tech Lab is getting ready to establish a set of standards to guide publishers and media buyers through the process.
On Thursday, the IAB announced an initial outline for what it’s calling “Standard Header Container Integration with an Ad Server,” a nine-page document from the Header Tag Task Force established within the industry organization’s Tech Lab in 2016. Over the past year, header bidding, an automated ad-buying process that lets publishers auction inventory to many potential buyers before taking the best offer, has been increasingly popular, with companies like Facebook
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