If you have a great website that attracts a lot of visitors you’ll likely want to monetize that traffic with digital advertising. Under traditional models advertisers underbid, ad servers take a big cut, and publishers don’t get as much money as they could. That may be changing with the creation of header bidding. Overlooked in the Congressional hearing regarding Google’s dominance of the digital advertising marketplace was the hack by publishers to extract more revenue from advertisers. If you’re not aware of what header bidding is please see the following: https://adprofs.co/beginners-guide-to-header-bidding/ It’s an important development in the world of digital advertising.