20 Buzzwords & Other Crap Ad Networks Get Away With Buzzwords are abundant these days. In pop culture it is all about crypto, blockchain, and ICOs. The mobile ads space is no stranger to buzzwords either. A few years ago it was all about "the brands" that were supposedly coming to revolutionize the mobile ad landscape and boost CPMs (they have not). Now we’ve moved onto terms like header bidding, programmatic, flattened waterfalls, and RTB, which will be the next big things on mobile to drive up CPMs. But will they? The answer is that it very much depends on whom you ask and your approach to ads. We Have All Been Getting Screwed... I recently saw a few studies about how programmatic (or header bidding/RTB, same things) boosted CPMs for advertisers by up to 30%. On one hand, that is great news! A new tech (albeit one that has been around on the web for years now) is helping to make the mobile marketplace more efficient and competitive. That is always a welcomed sign, right?