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05/23/2024

📺 Exploring the World of OTT and CTV Advertising

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Discover how these channels merge digital precision with TV impact for effective advertising. 🧐

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.com

10/28/2022

Headerbidding is the best way to maximize profits

10/03/2022

Waterfall is old news

10/03/2022

10/03/2022

Be ready for mobile header bidding where ad format matters massively

10/03/2022

Essentially the best performance comes from a solid header bidding stack run by professionals, you included

10/03/2022

Header Bidding is what makes publishers real money from ad impressions and visitors without worrying about affiliate sales

10/03/2022

Header bidding entered as a solution:

Header auction in real-time gives publishers the chance to maximize the revenue generated from every single impression.
Since header bidding sends bid requests simultaneously to all the demand partners, it gives them equal opportunity to make their bids.
Based on the bids submitted, publishers can compare the performance of each transaction using log-level data and work on tweaks for greater yield.
It is designed to compete with Google auctions. Hence, impressions go to header bidding partners and Google’s ad server simultaneously.
Seeing its benefits over publisher waterfall, the industry started investing in the tech. Fast forward to 2020, most publishers monetize their ad inventory (supporting numbers can be found in the next subheading) via header bidding along with other methods—programmatic and direct deals.

10/03/2022

Clearly, monetization opportunities with waterfall were not that great for publishers. And they instead chose Google ad tech solutions (AdSense and DFP). This led to Google dominating the ad tech supply chain. Google was (and to some extent, still is) closed to sharing its trade tactics.

10/03/2022

The publisher waterfall was an inefficient way of selling inventory:

Time-taking process: The inventory took a lot of time to sell, passing from bidder to bidder.
Less bang for the buck: Publishers were not getting the true value of their impressions. For instance, there were chances that the bidders next in line may have been willing to pay more, but the premium inventory already got sold to previous bidders at a lower cost. And there was no way to compare performance and optimize it.
Unfair competition: Advertisers were not getting a fair chance to reach the right audiences, ultimately hampering the publishers’ revenue opportunity.
Hard to set targeting: Targeting improves revenue, however, waterfall setup was not equipped to match advertisers with audiences.

10/03/2022

Header bidding made it to ad tech somewhere around 2014. And only after one year, in 2015, the technique went viral. In the beginning, header bidding was variously called tagless, pre-bidding, full bidding, parallel auction, and many other names, as reported in this Digiday feature. In June 2018, AdExchanger published this article on header bidding, and the term was cemented. And the rest, as they say, is history.

10/03/2022

Despite its widespread adoption and popularity, the technical aspects of header bidding still remain a mystery to many publishers. In order for publishers to understand header bidding, how it works, and its advantages and disadvantages, we’ve created this comprehensive guide.

10/03/2022

Google Ad Manager (formerly DFP) has been the most popular ad server for a long time. DFP has enabled publishers to add external demand partners to their ad stack. Google did, however, have a trick up its sleeve – allowing it to buy impressions before any external demand partners, using Dynamic Allocation in AdX.

09/05/2022

$438 billion
The internet advertising market size was valued at $438 billion in 2021.