"With publishers scrutinizing who gets into its header bidding pipes, demand sources who can’t illustrate their value will be relegated to the lower levels of the waterfall, fighting for scraps."
Read more in MediaPost from Centro's Jessica Burget about choosing a header bidding partner.
As consumers spend more cautiously and take the time to hunt for the best deals, advertisers should adjust their strategies in response.
Explore the benefits and challenges of programmatic in-housing in all its forms, including hybrid, outsourcing or full in-housing.
The key programmatic advertising shifts for 2026, covering AI, media quality, commerce media complexity, CTV, and changing discovery paths.
