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Cedato claims header bidding next big thing in programmatic

Last week we made a bold prediction that the upfronts market is approaching its inevitable collapse, and perhaps a testament to that is how a host of budding online ad tech start-ups are thriving. Faultline Online Reporter spoke to one such company called Cedato this week, an Israeli firm which has grown to 45 employees in just 18 months – handling a video budget of “a few hundreds of millions of dollars” and running 15 billion video views a month. Cedato provides programmatic software to publishers and networks for serving online ads, for which it has built its own proprietary algorithms to measure in “real-time” (a term we use tentatively), which platform is the best source, based on a score…

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