The idea that programmatic trading would usher in new efficiencies that eliminate human jobs is long gone. To wring the most from header bidding, and programmatic trading in general, publishers are increasingly turning to analysts who can easily navigate the complexities of the current bidding landscape.
Like many publishers, The Telegraph has seen a solid bump to its programmatic revenues since using header bidding. Now it plans to reinvest the profits by quadrupling its programmatic staff count and, in doing so, plug any gaps in expertise across areas that unified auctions like header bidding have opened up.
The Telegraph is a relative newcomer to header bidding, a method which lets buyers bid simultaneously on a publisher’s digital inventory. In just three months, the commercial team already credits the technique with raising its overall programmatic revenue by 20 percent, though wouldn’t specify the baseline.