AdTech AdTalk Let the Bodies Hit the Price Floor
Nov 28, 2025
In a special Thanksgiving edition, the hosts tackle Google's ongoing antitrust challenges and the massive IPG/Omnicom merger. They dive into the complexities of header bidding, discussing Index Exchange's innovative containerization project. A lively debate unfolds over the new 'Agentic RTB' standards and how brands like Bayer can effectively adopt them. The duo critiques the concept of TV as a 'passive screen' and dissects the implications of price floors in programmatic advertising. Expect insights on Google's bureaucracy from Sergey Brin and the relevance of AI in today's digital landscape.
AI Snips
Chapters
Transcript
Episode notes
Header Bidding Is The Last Mile
- Header bidding management firms act as the "last mile" by running prebid for publishers who can't maintain it.
- The space is fiercely competitive because publishers chase small revenue lifts and switch providers easily.
Aggregators Become The Publisher Path
- Attitude aggregates small publishers and sells their inventory through larger exchanges like Index.
- That makes some reseller classifications misleading because the aggregator effectively is the only path to certain publishers.
Containerization As Sell‑Side Innovation
- Index Exchange's containerization invites buyers to colocate infrastructure and access a raw bidstream.
- This represents meaningful sell-side innovation after years of duplication and throttling tactics.