The header bidding method has been used to successfully integrate the programmatic ecosystem into Czech HbbTV. Header bidding is a modern approach to linking demand for programmatic advertising with digital ad placements. For this implementation, the Czech ad-tech company R2B2 developed its own header bidding solution called R2B2 AYM, which has been shortlisted as a finalist for the HbbTV Awards 2017 in Rome.
R2B2 in the media: Czech HbbTV adopts header bidding solution from R2B2
16.10.2017, R2B2 in the media
R2B2 AYM (Automated Yield Management) is an HbbTV compatible solution that links demand for programmatic advertising with addressable TV. The solution includes a reporting portal, a built-in connection with Adform (on the demand side), and also a so-called wrapper, which is software for the implementation of header bidding…
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“Header bidding allows us to nimbly and efficiently connect and optimize online programmatic platforms, to adapt to the addressable TV environment, and above all, to evaluate demand in real time,” said Martin Čelikovský, CEO of R2B2…