Rubicon Project’s Neal Richter Explains Header Bidding – Part Two of Two

In the second of this two-part episode of TraderTalk TV, Neal Richter, CTO, Rubicon Project explains to Rebecca Muir, head of research and analysis, ExchangeWire about header bidding. Richter, a data scientist who entered the world of ad tech as it sits at the nexus of machine learning, highly automated systems and economics takes us back to basics, explaining in-depth how header bidding functions.

This episode covers:

- How publishers should navigate the world of header bidding, including why they would need a header bidder wrapper and how they should approach the selection process

- The future of header bidding, where Richter explains header bidding has a short life span and is a means to an end until a new piece of technology comes along and is able to take of the challenge solved by header bidding and more besides

 

header biddingheader bidding containers
Lindsay Rowntree: Lindsay Rowntree joined ExchangeWire in 2016 as Head of Content, and after growing the team to include three full-time editorial staff, became Director of Operations in 2021. Her role includes managing the day-to-day operations of ExchangeWire's business functions, as well as the content and marketing teams, across ExchangeWire's suite of products, including its global conference series, ATS. Lindsay also features on stage at ATS events, as well as in ExchangeWire's audiovisual products, including The MadTech Podcast and TraderTalkTV. She previously held the role of director of search, UK at Starcom MediaVest Group, where she spent six years, providing her with extensive experience in digital advertising, performance marketing, data, technology, client servicing and media planning/buying.
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