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{"id":67533,"date":"2020-07-17T07:22:40","date_gmt":"2020-07-17T11:22:40","guid":{"rendered":"https:\/\/www.beet.tv\/?p=67533"},"modified":"2020-07-17T07:25:45","modified_gmt":"2020-07-17T11:25:45","slug":"header-bidding-is-coming-to-tv-pubmatics-chow","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/07\/header-bidding-is-coming-to-tv-pubmatics-chow.html","title":{"rendered":"Header Bidding Is Coming To TV: PubMatic’s Chowla"},"content":{"rendered":"It is the digital ad-selling software process that has done so much to bolster the revenue earned by publishers. Now “header bidding” is making in-roads to connected TV.<\/p>\n
In recent years, display advertising has been revolutionized by the technique, which sees ad auction systems able to entertain bids from multiple demand sources simultaneously, thereby increasing publishers’ yield.<\/p>\n
![\"US](\"https:\/\/contentstorage-nax1.emarketer.com\/cd69f19d87414f6bd0d096dc50c9eb77\/246542\")
<\/p>\n
But header bidding has been slower to arrive in video thanks to issues like latency and vendor compatibility.<\/p>\n
A growing number of vendors has found a way to offer the technology in video environments. And now they are even overcoming the challenges to rolling it out to connected TV.<\/p>\n
Head of steam building<\/h2>\n