Last week the tech and investment worlds paused for a moment when Snapchat announced it's initial public offering (IPO). By end of day Friday, the "share and disappear"platform was already worth just under $40 billion! While this is an insane amount of money, Snapchat should focus their attention to their competition. WhatsApp and Instagram both have adapted a portion of Snapchat's signature format and others are following. According to AdExchanger, Snapchat's has a lot of work up their sleeves, including what their intended value will be for marketers.
Advertisers having direct access to a publisher's video inventory that's typically reserved for direct deals sounds pretty close to amazing. Not so fast. Before publishers get lost in the sea of revenue they could possibly earn through video header bidding there are a few factors to consider. Quality long-term video inventory is scarce and as always with header bidding there are concerns with latency, Digiday explains more.