Myth: Turn on bid shading and stop worrying about clearing prices Most DSPs ship bid shading on by default — the engine lowering your bid toward the expected clearing price in first-price auctions — a…
Myth: Header bidding leveled the playing field for buyers The origin story casts header bidding — publishers running a parallel client-side auction across many SSPs before calling the ad server — as a…
Myth: Seeing more bid requests means you can reach more users It sounds tautological — more requests in the bidstream means more opportunities, therefore more reach. Buyers chase exchanges that show t…
How to build a monthly supply-path scorecard your team will actually use SPO decays without monitoring — paths you cut creep back and new resellers appear. Here's a repeatable monthly scorecard to kee…
Myth: A deal ID guarantees priority access to inventory Buyers assume that signing a private marketplace deal — getting a deal ID attached to bid requests — means the publisher hands you the impressio…
Myth: Set a 70% viewability target and you'll get viewed ads The standard hygiene advice is to apply a pre-bid viewability filter — buy only inventory predicted to be 70%+ in view — and assume your de…
