Header bidding was supposed to solve the problem of complexity in ad operations. As the adoption picked up pace however, SSPs (short for supply-side platforms, software used by publishers to sell ads) began altering their algorithms and employing aggressive auction tactics to increase yield. This works out well for the SSPs and even publishers, at least in the short term. But in the long run, everyone loses. Gaming the Auctions Most larger publishers now use multiple SSPs to manage their ad inventory, and as with middlemen in most other businesses, SSPs will try to prioritise their own personal gains over anyone else's-including other SSPs, advertisers, even publishers. How are they gaming the system? Second-price auction has long been the default standard for RTB auctions, in it, every bidder is asked to submit the maximum amount of money that they're willing to pay for an impression, the winner then pays the second-highest bid that was collected plus a minimum increment. What are the … [Read more...] about Explainer: What is Supply-Path Optimization?
What is header bidding
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?
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] Over the past year or so, Header Bidding has gone from being an industry buzzword thrown around in the conference rooms of ad tech startups to a tool that most medium and large publishers are actively using or at least experimenting with. In two previous posts, we’ve already discussed what header bidding means, how it works, and how to implement it; along with a few helpful header bidding tips for higher CPMs. As with any kind of bidding, all things being equal—header bidding yield is directly proportional to the number of demand partners you have because each additional partner means more competition for the ad space. However, all things are never equal: Since header bidding happens on the client side, low network speeds can increase ad latency beyond the point of diminishing returns. Consequently, … [Read more...] about Header Bidding Companies for Optimizing Your Ad Campaigns