Flexibility is indeed the name of the game. Companies must learn to adapt to changes in the industry – particularly new practices or emerging technologies which shake up the ecosystem.
“Header bidding has transformed digital advertising to the point where many companies have had to completely transform their business practices and technology stacks in order to adapt. The rise of header bidding has particularly affected the role played by supply-side platforms (SSP). In principle, header bidding has a similar aim to the SSPs i.e. it’s a means of connecting publishers with a fragmented list of demand sources as efficiently as possible. But it has gone a step further and is allowing multiple SSPs to compete against a publisher’s direct deals…”