PubMatic has spent the last several years developing a leading header bidding solution, called Decision Manager. In this paper, they seek to share what they have observed in header bidding over the past year and what trends will drive innovation in media buying over the next several years. Here are the five lessons they’ve learned, and a bonus lesson in wrapper solutions.

Understand if Header Bidding is Right for You: Take a quick questionnaire to see if header bidding makes sense for your organization.
Heed Expectations and Understand the Potential Pitfalls: Before jumping into header bidding, learn about possible challenges that might arise and how to address those challenges.
Set Both Short- and Long-Term Expectations in Header Bidding:Learn about typical short- and long-term goals in header bidding and define what success means to your organization.
Define Who is in Charge and of What:Learn about the roles and responsibilities needed to effectively implement header bidding, on both the publisher and technology partner side.
Test, Test… and Then Test Again. Learn how to optimize header bidding setups to achieve success. In header bidding, testing is everything.
Prepare for Wrapper Solutions in 2016: Thinking about what’s next, all publishers (even those without header bidding) should understand what wrapper tag solutions mean to the digital advertising industry.