Header bidding is coming to mobile apps, via a solution Rubicon Project is beta testing with 20 publishers. Early results for the product, FastLane, saw CPM increases of up to 300%. Rubicon will ...

Google is beta testing a solution within DoubleClick for Publishers (DFP) that will allow publishers to bring in high-value impressions before reserved inventory in their ad server. Jonathan Bellack, ...

AdExchanger reports that Rubicon Project is beta testing header bidding in mobile apps with 20 publishers. Early results for the product, FastLane, saw CPM increases of up to 300%. Rubicon will ...

MoPub, a Twitter-owned mobile ad exchange, is testing an ad sales system to replace the app ads waterfall — a method of selling ad inventory to maximize the pricing and sell-through rate — with a ...