Programmatic techniques – What is Header Bidding?

2016/10/26


Programmatic buying has become a significant part of the digital media buying. Programmatic selling may mean automation in theory, but it still requires plenty of behind-the-scenes work to connect the buyers to the sellers. Header bidding is one of the many ways that publishers can try to get more revenue for their ad inventory programmatically.

How it works?

Header bidding is a technique where the publisher offers the same ad impression, to multiple ad exchanges, simultaneously. Once the highest bid is selected, it is sent on the ad server and the chosen creative is displayed. The idea is that by letting multiple demand sources bid on the same inventory at the same time, publishers increase their yield and make more money.

In practice, the publisher places a javascript code in the website’s header. When the site is loaded, the code call the supported ad exchanges or supply side platforms for bids, just before publisher’s own ad server’s direct sales is called. Bidding is simultaneous instead of sequential, and may take in consideration all impressions, not just the available ones after direct sale.

Choose your partners carefully

Beyond being a complicated setup to implement and maintain, one of the issues with header bidding can be the effect of the website’s load time. Slower loading time may result in an increase of dissatisfied users and an increased use of ad blockers. So it is important to choose carefully header-bidding partners, because delays in the ad-serving process could influence the page load dramatically.

 

header-auction | Relevant

You will get more information of programmatic techniques by taking contact to Relevant.

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