Sovrn Steps Into ‘Header Bidding’, Releases Pre-Auction API

Sovrn announces the release of its Pre-Auction API, which enables publishers to use Header Bidding to improve their ad revenue optimization.  By enabling publishers to receive and simultaneously evaluate real-time bids from multiple advertisers, Header Bidding eliminates the need for publishers to statically prioritize their advertisers in their ad server (a process called waterfalling) and sequential request and process bids.