Dynamic Allocation, a popular DFP feature, lets Google AdX bid on inventory marked as guaranteed or remnant. The feature also gave AdX last-look privilege, letting AdX check out other bids and use the highest as price floor for its own auction to win most of the impressions for its exchange. (ICYMI: We’ve previously covered AdX and dynamic allocation in some detail here.) This has caused resentment in the ad tech industry because of the unfair advantage that it provides to Google; few, such as AppNexus, have point black refused to work with Google on new technologies and collaborations. But now, in a show of good faith to the ad tech ecosystem and to compete with header bidding on its own terms, Google is dropping this last-look privilege in Exchange Bidding in Dynamic Allocation (EBDA) beta, released on March 31, 2017. Here’s what you need to know about this feature: Auction dynamics: Exchanges, including AdX, receive a single bid request, conduct their own auctions, and … [Read more...] about Google Removes “Last-Look” Privilege in DFP for Fairer Ad Auctions
Earlier this month, we published a simpler guide to header bidding technology. A programmatic technique that works from within the user’s browsers and gives unprecedented uplift in yield; header bidding is a game changer in programmatic buying and selling. Years ago, people used to say the same thing about RTB. RTB is like online shopping… at once a mere convenience and also a game changer. Did we shop before the internet? Yes. And yet now we have more options, shop more efficiently, can personalize our experiences, and yes – often find better prices. As a result, we shop more and the total commerce pie has expanded. — Josh MacFarland, CEO, TellApart (Source) In this short post, we compare header bidding vs RTB and see how the two programmatic techniques differ. What is RTB? It stands for Real Time Bidding. Simply put: RTB is an impression-level auction happening in real-time (in the time between the user requesting a web page and the page load completion). … [Read more...] about Header Bidding vs RTB: What’s the Difference?
Despite the rising adoption of the technology, header bidding still remains somewhere between a buzzword and an enigma to people not directly involved in its implementation. In this post, we explain how it works in three parts: How header bidding technology emerged, how it works including its pros and cons, and what lies ahead in the future. The Origins of Header Bidding Medium and large publishers typically offer their inventory to multiple networks to increase their overall revenue — they do this by offering their impressions to the network that pays the most, pushing the unsold impressions to the next network in the value chain, and so on — this is called the publisher waterfall or daisy chaining. There can be direct deals before the waterfall starts and the remnant inventory towards the end can be used to serve house ads or ads from GDN (Google Display Network). High ad latency: All this shuffling around of inventory across multiple networks means that inefficiency … [Read more...] about A Simpler Guide to Header Bidding Technology
Note: We provide header bidding optimization services, if you use header bidding and are looking to optimize your stack, please write to us at [email protected] Despite the many leaps in ad technology in recent years such such as programmatic buying and real-time bidding, fact remains that digital advertising is still imperfect at best and inefficient and fragmented at worst. In the race to squeeze the last revenue dollar from their ad inventories, publishers are known to always be experimenting with new hacks, with varying levels of success. One such hack which has been around for some but is only recently gaining popularity is header bidding, also known as advanced bidding or pre-bidding. Should you implement header bidding too? If yes, how? Read on to find out. What is Header Bidding? Header bidding is an advanced programmatic technique which allows publishers to open their inventories to receive bids from multiple ad exchanges before making a call to their ad server … [Read more...] about Is Header Bidding The Next Big Revenue Optimization Hack?
PMPs? Ain’t that another ad tech buzzword for those giant media groups? No, thank you. Kindly get off my lawn. Okay, so the skeptics are out and rightly so: PMPs (private marketplace or programmatic private exchanges; I’ll use the terms interchangeably throughout the post — just a heads up) have a reputation to be difficult to set up and scale. Less advertisers vying for your inventory meant that PMPs were usually placed at the bottom of a publisher’s ad inventory waterfall. — Eyal Katz, Adngin Someone without an experienced ad-ops guy (or a whole team of them) may not be able to cope with the sheer effort of adding/removing line items, getting advertisers, creating better inventory packages, customizing campaigns, and other tasks that are necessary to create a private haven for your impressions. “Exactly! Let’s just keep it democratic and go back to open marketplace.” That would be great in principle. But online advertising is in a … [Read more...] about How to Increase Your Revenue With Programmatic Private Exchanges