FreeWheel

How Comcast Can Avoid Google's Header Bidding Mistakes

How Comcast Can Avoid Google's Header Bidding Mistakes

Comcast's acquisition of StickyAds signals that the company may be trying to follow Google's playbook of building a fully integrated monetization solution for publishers.  The strategy is sound, but Comcast should learn from Google's tactical stumbles and embrace unified yield management before header bidding infiltrates the video advertising world.