How Trinity Mirror Is Using Server-Side Ad Trading To Tap Brand Budgets

Six months after British newspaper group Trinity Mirror integrated a server-to-server solution — the sequel to header bidding — the publisher is getting advertisers to increase their programmatic ad spending. In one test, it reduced an advertiser’s cost per acquisitions by 75 percent and got that advertiser to increase its programmatic spending by 175-fold, according to Trinity Mirror.

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