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hi im ben dean and im the senior manager for publisher monetization the ad tech landscape has evolved rapidly over the last year with an increasing number of opportunities for publishers to monetize their image one of the most exciting would have to be header bidding and I want to spend some time talking about the rise of header bidding what it is why it was created and how it can power publisher monetization first lets go back in time to just one year ago to an era I call waterfall world before header bidding publishers used a waterfall approach to manage their exchange partners serving them in order of highest average payer to lowest average better while waterfalls let publishers work with more partners and make more money they tend to be very painful to manage for a variety of reasons lets talk about the three major issues in particular publishers based in waterfall world the first was the yield risk simply put a publishers ad server was picking which partner to serve the impre