The sales team needs to better understand our stance (and have a company approved message) on why we do not currently offer dynamic integration with other SSPs (ie Rubicon). The sales team also needs to understand if we do plan on allowing this integration (or build our own type of header-bidding) since there are rumors flying around that we are building both. I polled a few senior vertical leads, revenue account managers and SPLs and no one had a great answer to the question — 'we are only doing header-bidding to max yield across multiple demand partners, we would not do this if DFP had this capability — why don't you?' I believe we should arm the sales team with a 4 part response: 1. Empathy — explain that we understand that the quickly changing market dynamics are challenging them. 2. Capabilities — What we have (and are planning to) build to protect their data/users and help to drive max revenue. 3. Why no dynamic calls today — tech issues? policy issues? product prioritization issue? 4. Things to consider when choosing to adopt header bidding — latency, data leakage, complexity. Meanwhile, Jonathan Bellack noted: 'The smoking gun we have been looking for is a before/after comparison that proves that header bidding is causing AdX revenue to grow slower or shrink.' He also raised pointed questions for publishers: how much latency does header bidding add? How are publishers controlling for the fact that a header bidding company doesn't have to pay what they report per query?