Patrick McCann

The group that turned header bidding software into an open standard is bringing the same approach to publisher-side AI agents.

Spencer has exited The Trade Desk after 12 years, marking another major leadership change amid friction with ad tech trade groups and intensifying competition across the DSP landscape.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.

The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?