Header Bidding Unleashed a Huge Infrastructure Problem and Ad Tech Will Either Sink or Swim

Header bidding is increasing the number of impressions per second ad exchanges must send and demand-side platforms (DSPs) must evaluate. So much so, both the buy and sell sides are feeling the pressure to keep up as they grapple with how to handle this massive volume and its associated rising costs. Is buying more server capacity to handle the data the answer, or simply processing fewer impressions? Which decision is going to keep them afloat? Jay Friedman, Goodway Group’s COO, gives his perspective in this AdExchanger article.