Amazon adopts header bidding with cloud-based publisher service

By John Glenday | Reporter

December 2, 2016 | 2 min read

Amazon reportedly set to reach out to publishers with a new cloud-based header bidding tool, possibly as soon as next week, joining the likes of Google and Facebook in competition for this lucrative new sector.

The programmatic technique is popular among publishers as it allows them to take multiple offers for their ads simultaneously. Advertisers also favor the medium as it levels the playing field for distribution.

According to AdAge, Amazon won’t offer the current state of the art in header bidding, a user-friendly wrapper or container which boasts ease of installation and minimizes lag, but will still pull a few tricks from its sleeves to lure in publishers.

These include handling ad requests from the server instead of getting bogged down on consumers' browsers and shunting the entire auction process out into the cloud – all of which should speed up page loads.

Amazon has refused to comment on the speculation but the move would make sense as the business has steadily built up a market leading cloud presence.

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The latest developments in the header bidding debate will be debated during a panel on The Drum's upcoming Programmatic Punch event, host in London next week

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