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Header bidding was conceptualized in 2014 and went mainstream in 2016. Each demand source responds with a bid, typically expressed as a CPM (cost per thousand impressions) or CPC (cost per click) offer. GPT calls the Google Ad Manager ( ad server ) and sends the secured bids for secondary auction.
It is an automated process; it enables brands and agencies to purchase adspace on websites and apps within a few seconds, helping save time. Programmatic advertising helps create targeted ad campaigns on a smaller budget. Creating ongoing ad copy to improve the ad quality score, resulting in lower CPC and higher profits.
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