Our head of programmatic, Yu-Hsuan Lin, spoke with Video Ad News on the Role of the SSP in a World Dominated by Header Bidding.
Please see his comments below, and the full article on Video Ad News here.
“Buyers have less incentive to work with as many SSPs as possible, since they don’t need to ensure they’re working with the SSPs at the top of different publishers’ waterfalls anymore. Publishers meanwhile can see better results by working with more SSPs, since none are now stuck at the bottom of the waterfall. Yu-Hsuan Lin, head of programmatic at Zenith, said that publishers he’s talked to say yield is their number one priority, and the more SSP tags they add, the higher their yield.”
