Jed Dederick emphasized the monumental role of header bidding, stating, "We were so excited about header bidding that when we went public we had potential investors watch a [explainer] video first. We felt there was the opportunity to compete meaningfully that we wouldn't have without it." His recollection highlights how header bidding enabled ad tech companies to challenge Google's dominance in the market.
The Trade Desk highlighted risks related to their reliance on Google, stating, "If Google or a similarly situated company limits our access to advertising inventory, our business could be adversely affected. If our relationships with any of our suppliers were to cease, or if the material terms of these relationships were to change unfavorably, our business would be negatively impacted." This illustrates the precarious position that ad tech companies face.
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