Header bidding has grown in reputation over time and develop into one of many essential methods publishers promote their advert stock. However the world of header bidding is consistently altering, with new challenges and alternatives arising with each passing 12 months.
We not too long ago requested some people who work on this area about their views on what’s new with header bidding.
For my part, the reply is sort of easy: all the time!
The times when header bidding tremendously impacted an internet site’s efficiency are lengthy gone. In fact, that doesn’t imply there is no such thing as a impression, however it’s negligible with correct implementation and configuration.
In my expertise, the income enhance publishers get from header bidding is normally round 20-30% and may be as excessive as 50% for particular markets and setups.
When header bidding was launched years in the past, the implementation course of was very troublesome and assets had been scarce. Moreover, contracts with SSPs had been laborious to acquire.
Right this moment, firms like Yieldbird assist publishers with implementation by providing their very own Prebid.js-based wrappers, instruments and analytics. You may even use many alternative SSPs by way of Yieldbird with out the necessity to signal a contract with every SSP individually.
With immediately’s ease of implementation, many environment friendly setup choices, and easy-to-access SSPs, try to be utilizing header bidding as quickly as doable!
What Proportion of Publishers Are Utilizing Prebid.js vs Prebid Server? Are Any Utilizing Each Implementations?
Sadly, I can’t let you know the precise numbers relating to utilizing solely Prebid Server. Nevertheless, having labored with many alternative publishers over time, I’d say only a few are utilizing solely Prebid Server.
The largest blockers are prices and problem with acquiring the information, as Prebid Server is far more difficult.
From all of the publishers I do know that use Prebid Server, everybody makes use of each the client-side (Prebid.js) and server-side (Prebid Server) setup.
The commonest implementation contains the principle SSPs (the strongest revenue-wise) on the shopper facet and the remaining on the server facet.
How Can Corporations Handle Their Prebid.js or Prebid Server Setups and Analyze the Efficiency of Their Header Bidding Auctions?
Managing each the client-side (Prebid.js) and server-side (Prebid Server) implementation may be fairly difficult and difficult, particularly for builders and AdOps groups that don’t have lots of expertise in implementing header bidding.
For essentially the most half, managing Predbid setups is finished by making guide modifications on to the code. This will result in errors and misconfigurations that can lead to the header bidding course of not working correctly, or in any respect.
The best option to handle the Prebid setup is to do it by way of a person interface.
It will permit each builders and AdOps groups to make the mandatory modifications to their Prebid setup and configuration with out having to make direct modifications to the code.
Not solely will this forestall errors, but it surely’ll additionally imply that making modifications will probably be a lot faster.
At Clearcode, we designed and constructed an answer for Prebid known as Header Bidding Control Center to unravel these precise issues.
System architect at Clearcode
What Are the Primary Challenges Round Header Bidding?
Header bidding requires a extra complicated integration, extra operational prices and charges than commonplace VAST tags however works a lot better for bidding.
In lots of circumstances these incremental prices aren’t justified on a smaller scale and lots of the SSPs are sending bid requests to the very same DSPs.
What Challenges Are There With Making use of Header Bidding to Non-Show Channels Equivalent to In-App Cell and CTV?
Model security issues and complicated enterprise guidelines from the large publishers within the CTV area makes utilizing lots of exchanges not possible.
Furthermore, lots of the programmatic exercise is operating by way of curated marketplaces, which give extra readability on precedence.
Subsequently, there are far much less SSPs and DSPs concerned within the bidding course of which makes header bidding much less enticing.