By Sarah Sluis

Publishers seeking to create more competition and access for programmatic buyers have embraced header bidding over the past year.

AppNexus first brought header bidding technology to market in 2009, back when RTB first started, but not many of its customers used it. Now it’s seeing increased demand from publishers adding its header bidding (or pre-bid) technology to drive up yield.

Marc Ropelato, Purch’s director of programmatic revenue, has observed that speed varies depending on the integration. It uses the slower but easier to implement client-to-server integration with AppNexus, which adds 200 to 300 milliseconds compared to the more complex server-to-server integration it uses with the other partners using AppNexus’ technology.

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