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Facebook Just Changed the Mobile Web Landscape With Header Bidding

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“This means we’re going to be putting our demand into other partners as the first option,” said David Jakubowski, director of publisher solutions at Facebook. “We’re not releasing a tech platform, we’re not coming out with a new methodology on header bidding.”

Big picture, Facebook’s move is poised to change much of the media landscape.

Google’s Doubleclick has already embraced header bidding. Now it’s likely that wherever Google is, Facebook will be there, too. The cost to buy ads on the mobile web will almost certainly go up as broader simultaneous bidding grows. And programmatic’s so-called “black box,” where publishers get stiffed on ad spend and marketers don’t know where their ad dollars actually go, may finally meet its demise.



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