But blending tech and consumer experience analytics is just one of the investments a publisher can make.
The author in this article argues that as far as header bidding auctions are concerned, publishers end up going into them blindly in the context of consumer experience. If they wish to study how tech solutions affect users and revenue, they must go beyond off-the-shelf solutions.
One option then is for publishers to build their own solutions. But given that they understand content and users well, they are in need of analytics solutions that are bespoke to goals and revenue streams.
To get there, the author suggests investing in infrastructure as well as talent. By bringing consumer experience analytics and tech together and looking at programmatic holistically can lead to a fairer and intelligent auction environment.
[3 minute read]