Leading Operations Online

The practice of header bidding has been around for a few years, but only in the last year and change has it become standard practice for publishers. Thanks to a variety of header-related products and services offered by a number of tech vendors, it’s become much easier for header implementations to spread beyond just the publishers that have the know-how and in-house resources to handle them.

The flip side is, because of publishers’ appetite for header solutions, more and more vendors are rushing into the header space with their own offerings. For a lot of pubs doing header, keeping the incoming demand fresh and clean will start to feel more like keeping debris out of the programmatic waterfall.

In this installment of the series of header-related video interviews AdMonsters developed in conjunction with Index Exchange, FullStory Product Marketer Jordan Woods lays out a vision for the future of the header space. He sees it getting crowded,...


“Who are these ad blocking folks anyway?” asks the latest survey from the IAB.

Come on, we all know the answer to that: they’re a bunch of millennial brats that think they’re entitled to all the content in the world without being a little bit annoyed by brand messaging. They don’t understand or care that most digital publishers make the majority of their revenue off of advertising. They probably are frequenters of torrent sites and streams too, the pirating little shits.

Actually, we’ll come back to that latter bit, but the above attitude does little in answering the IAB’s second question: “How can we get them to turn off the blockers?”

There’s a bit of truth to the ad blocking stereotype: Just like a Reuters report from a few weeks backs, IAB suggests that the majority of ad blockers tend to be men...

For a lot of publishers right now, the only thing better than one header bidding partner is nine or 10 header partners. If they’re getting demand, and if there’s some differentiation between demand sources, there’s no reason to stop plugging in header partners, right?

Well, there are a few reasons. One of the biggies is that each integration requires work, and every time you want to onboard another partner in the header, you’ll have to go to your dev team and ask for their help. It adds up, and for many publishers, the strain on internal resources is considerable, if not straight-up prohibitive. That’s why header wrappers are such a hot ticket right now. The promise of the wrapper is that you can onboard the one wrapper partner, which can in turn plug in any number of demand sources with no additional strain to your developers.

Not really surprising for ad tech, though—as vendors have stepped into...

Since the tech world can’t get enough of the Pokemon Go phenomenon – it seems a nice distraction from a lot of the other dire news this summer – it was about time for some backlash: safety concerns (maybe catching Squirtle in the middle of the highway during rush hour isn’t a good idea), criminals targeting users and of course my old favorite: privacy implications.

My Facebook feed has been filled with paranoia about the app’s...

As header bidding becomes increasingly commonplace, the initial thrill of ramped-up revenue has started to drop off a bit. That’s not to imply anyone who’s really seeing positive results via header is going to take those results for granted—in fact, almost as soon as header bidding itself became commonplace, so did the practice of onboarding as many demand partners as you have the dev resources to manage.

Basically, if header is going to work for your particular publisher business, there’s a good chance you’re or near a point where you know for sure that it’s working.

So the next step, big surprise, is to start optimizing, looking closely at the performance of your header partners and trying to figure out some kind of strategy to allow the best-performing partners to maximize results. And what that ends up looking like is a re-thinking of yield optimization strategy.

Among publishers who have...

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