On the face of things, request duplication, or “bid duplication” as some might term it, is pretty self-explanatory for those familiar with the quirks of ad tech, although, as with most things in ad tech, it comes with nuance.
And so, for those eager to stay informed about how their company’s or clients’ money is being spent in the online advertising bidstream, it’s worth taking a step back to better understand the dynamics at play, especially given the rapid rate of change in ad tech.
Since the dawn of monetizing online advertising, the sector has been regarded as synonymous with complexity, with the industry’s “Mad Men” seemingly content to let the “Math Men” do their thing.
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