Even though header bidding is not new to the programmatic scene, it has been gaining popularity and can serve publishers and advertisers well when both parties truly understand the techniques involved, according to our VP Global Partnerships, Sam Cox.
In other words, header bidding can be good for the publisher as well as the advertiser because it affords visibility to both direct-sold inventory and that offered via exchanges at the same time – enabling publishers to avoid the “waterfall effect” of how ad exchanges offering their inventory are ranked.
“The biggest part of header bidding is you get to see 100% of the users whereas traditionally in programmatic [it has] come from the bottom up,” says Cox. “You’ve only been exposed to the users that were not consumed by the guaranteed buys.
But can you win these users?
“You have to understand three scaled systems: The publisher’s ad server, the exchange layer if you’re using one, and then how the DSP is going to bid,” Cox explains. “If you don’t understand all three of them you can get caught being able to see 100% of the users but not be able to action on them.”
Read the full article at Beet.TV to find out why Cox prefers not to use the term “bidding.”
Watch the full video here.