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Facebook adopts header bidding to make its ad network more competitive with Google’s
By Facebook adopting header bidding, publishers will get a better look at which ad network can get them a better deal.
Long story short: Facebook’s ad network is challenging ad networks run by Google and others to see who can get publishers the best deals for their inventory by adopting a process called header bidding that levels the playing field for publisher’s programmatic ad sales.
To read the long story of how exactly Facebook’s move could challenge Google and raise the competition for publishers’ inventory, check out the full article on Marketing Land.