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.
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