Bid shading has emerged as a pivotal feature in programmatic advertising, offering buyers the ability to strategically influence bid prices using historical and predictive data.

In this article, Kevin Telkamp, VP, Media Operations at Ocean Media explores the dynamics of bid shading, examining its impact on both the buy and supply sides of the programmatic ecosystem. While effective bid shading can lead to more efficient impressions and cost-effective campaigns, there are inherent conflicts of interest from the supply side.

Read the full article at Advertising Week here: https://advertisingweek.com/why-buyers-should-use-bid-shading/