It’s rare to see evolutionary change in action because it occurs gradually and incrementally over time. Sometimes, however, those changes can be seen ripping across the landscape like a lightning storm. Such was the case when the digital advertising industry witnessed evolution before its very eyes. In mid-2015, header bidding came to be, shocking the desktop advertising world.
Today, mobile app advertising is undergoing an evolutionary transformation of its own, though it’s an entirely different beast compared to its desktop and mobile web counterparts. Mobile app advertising requires more than just a new auction to improve fairness and efficiency, it requires a complete overhaul—all the way down to its ad serving genetic blueprint.
Inside our brand new guide to in-app header bidding and unified auctions, discover the genetic underpinnings of mobile app advertising’s shift from the sequential waterfall model to a parallel, unified auction, so you can prepare your business for the future of mobile ad buying and selling.
Here’s what else you’ll learn from this essential guide:
- Why the sequential waterfall model is unfair and inefficient
- The 3 key benefits of a unified auction
- An exclusive perspective on in-app header bidding and unified auctions from AdColony’s David Pokress