Header bidding has usurped the old waterfall system as the primary technique publishers use to maximize both the pricing and sell-through rate of their inventory. Moving away from the former daisy-chain system, header bidding, and now wrapper solutions, have become a central component to publishers’ revenue strategies. At 10:50 am, join Jaan Janes, Regional VP, Customer Success at PubMatic and Evan Adlman, VP of Programmatic at Condé Nast, as they discuss the publisher’s set-up of header bidding and wrappers, the objectives in moving towards a wrapper, why Condé Nast values this technology and what the industry needs next.