Header Bidding Moves To Server In AppNexus, Index Exchange Partnership

HOLLYWOOD, FL  — An expanded partnership between programmatic ad-tech firm AppNexus and exchange Index Exchange is one of the moves already changing the nature of ad trading’s so-called “header bidding” technique.

The pair announced they have worked to produce tight technical integrations for server-to-server header bidding.

Header bidding” is a technique that has only recently grown up, in which publishers place code on a web page that plugs in multiple ad demand sources...

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