Header bidding is a way for publishers to solicit real-time bids from a multitude of programmatic partners on each and every piece of inventory by using the page header within a site's source code. Basically, it’s a convoluted way to bypass the ad server waterfall and ensure inventory is valued…
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My company, Gladly, has a unique perspective on the ad industry as both an ad network helping publishers monetize their audience, and as a publisher of our own small/medium website, Tab for a Cause, that sees roughly 40 million monthly banner ad impressions. In our experience, small publishers in particular…
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You can dance around it, you can equivocate, you can point out there are other factors involved. But when you break it down, you have to concede: Running multiple header bidding partners tends to increase page latency. This is a significant concern for publishers, who find themselves in a position…
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Here’s an experiment I’m dying to try out: At the next industry event (AdMonsters or other), I want to see how quickly the conversation about header bidding turns into potshots aimed at Google. Based on what I’ve seen lately, my guess is that it’s almost as fast as the response…
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If header bidding offers such a great boost for yield among its most vocal champions, why would a programmatically active publisher have reservations about implementing it? Well, there are a few things. But one of the top concerns making some publishers shy about header bidding is latency. Pre-bid calls are…
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Back in January, I posted “Header Bidding Trial by Fire: How Six Popular Header Bidders Perform.” Sortable ran an experiment to measure what happens when you increase the number of bidders, and how that impacts CPM. We found that there is a strong correlation between increasing bidders and increased average…
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As demand among buyers for quality video inventory has risen, so have the channels for transacting on video--programmatic video, video private marketplaces, programmatic TV. At the same time, so have the platforms into which advertisers feel enthusiastic about buying video inventory, with in-demand media bursting into outstream, mobile and other…
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Viewers hate waiting... But does waiting for content to load actually impact user engagement? Publishers instinctively know that better user-experience leads to a larger, more engaged audience, which in turn means more revenue. To help quantify this correlation, Akamai conducted a study (PDF) to measure the correlation between online video load…
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