This blog was published on the IAB website on the 31st of August 2017.
James Rosewell, CEO of 51Degrees writes about the misconceptions hindering publisher revenue growth and the impact on header bidding.
It has been 7 years since web professionals went mad for mobile first, Responsive Web Design (RWD), single URL, one size works for websites on every device. Every major publisher in the UK got swept along. Adtech and advertisers had to fit in. Have web professionals forgotten the power of server-side optimisation or the techniques available to them?