While the programmatic era has made buying and selling digital media more efficient, joining the ‘pipes’ to enable those transactions has been anything but. Integrations – linking DSPs to exchanges and SSPs – has been a notoriously difficult process that required engineers to deal with the nuances of each individual platform. The solution to this problem came from the company responsible for building many of the DSPs and SSPs, Iponweb, who whose product – ‘Bidswitch’ – is solving the problems associated with both setting up and maintaining integrations. Here Bob Walczak, GM of Bidswitch, explains to VAN how the product works. Filmed at Mobile World Congress in Barcelona.