Header Bidding

What is Header Bidding?

Header Bidding is a mighty tool that help publishers rise their ad incomes. It lets publishers get the best value for their existent ad space through auction. The auction is managed by different advertisers which bid for the same ad inventory.

Why the Publishers should set up Header Bidding?

 Header Bidding gives publishers good chance to raise their revenues offering the ad inventory to several demand sources. These sources bid for the same ad space, and the publisher is allowed to choose the most profitable one. On the other side, header bidding solves the "waterfall" problem that most ad servers have. The problem is that average ad server such as Google's DoubleClick for Publishers selects its customers by priority that is based on rankings. Ranking depends on different factors such as amount that a particular ad exchange buys. However, high rankings not always evoke the supreme incomes. The new advertisers can offer upper prices, but the publisher may not be informed about it because of "waterfall" problem. So, it leads to essential damages for publishers.    In effect, one header bid source can increment the incomes by 10 percent.

In contrast to Header Bid, the ad servers such as Google DFP, chooses its customers based on the rankings. In case of available space on the publisher's website, Google's DoubleClick for publishers first suggests the inventory to directly sold ads, then, if there remains available space it offers to top-ranked ad exchange. The ranking mainly depends on quantity that a particular ad exchange buys. However, high ranking and high revenue are not always directly interrelated. Frequently, new suppliers with low ranks or not sufficient background offer higher rates, but the publishers may not always be aware of this. Hence, this kind of process causes considerable losses for publishers.

While, the Header Bid eliminates the "waterfall" problem, by eliminating any losses for publishers.