AW360, in conjunction with AppNexus, PubMatic, and Rubicon Project, held a Twitter chat on Thursday, January 11, to discuss.
Header bidding wrapper solutions emerged to make header bidding more efficient and were hot topics in 2017. For a quick review, a wrapper acts as a container of all the header tags that the publisher would like to use, making it easier for them to complete integrations.
Some wrapper solutions are built on open source technology, while others are proprietary. Today, we are here to talk about Prebid, the leading open source solution that enables publishers to quickly implement header bidding.