AOL launches SDK-based header bidding for mobile apps

To date, header bidding has mostly focused on providing publishers of websites with a way to conduct a unified auction for buyers of their space.

This week, AOL is announcing a beta launch of a header bidding solution for native apps. The company says that, to its knowledge, this is the first header bidding for apps that employs software development kits (SDKs), instead of a few solutions that require customized coding built into the app.

Called Smart Yield and similar to its web cousin, it provides a way for app publishers to conduct a unified auction of demand sources like ad exchanges, avoiding the waterfall-type sequence of auctions that many publishers feel shortchanges the value of their inventory.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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