The second-price auction design of header-bidding partners can create inefficiencies for publishers that don’t maximize yield. Sources told Digiday that moving server-to-server would allow publishers to more easily collect all bids from SSPs or switch to a first-price auctioning model that would allow them to overcome this problem. “First price is best, and more pubs want that,” said Adam Hecht, vp of monetization at Operative. “But it requires vendors to change how they do business, at least in the short term.”