Amazon’s Header Tag Goes Server-Side And Brings In Outside Demand

Amazon’s four-year-old header tag is changing: Now all decisioning is moving from a user’s browser to Amazon’s server, meaning publishers could see faster load times. Publishers could see other benefits as well. If they choose to sign on for Amazon’s server-side wrapper, the company will offer data and fee transparency. How will Amazon’s post ultimately affect the digital ecosystem? Goodway Group COO Jay Friedman and other industry leaders share their thoughts in this AdExchanger article.