Header Bidding

PRESENTER: RAKESH T C
 Introduction to Header Bidding

 Advanced programmatic advertising technique.

 Also referred to as advance bidding or pre-bidding,
and offers publishers a way to simultaneously offer
ad space out to numerous SSPs or Ad Exchanges at
once.
How Does Header Bidding Help Publishers?

 Header bidding is a way for publishers to have a

simultaneous auction from all the bidders, rather
than the sequential strategy that Google uses.
 It places some javascript on their website, when a
particular page is loaded, it reaches out to all
supported SSPs or ad exchanges for bids before its ad
server’s own direct-sold inventory is called.
 Publishers can even choose to allow the winning bid
to compete with pricing from the direct sales.
 Benefits in Publisher Perspective

 Increased Control
 Eliminate passbacks
 Increased Revenue
 Improved Yield
 Reduced Reporting Discrepancies
 First look
 Access to demand
 Yield management
 Ease of integration
 Minimal latency
 Benefits in Buyer Perspective

 Access to inventory
 Points of access
 Header Bidding Costs

 Operational setup
 Longer pageload
 Yield risk
How HB works?
 How HB works?

 First, you will need the header bidding container. It is a

core script that sends out requests and collects the bids.
There are several containers out there, but the one which
really stands out as the best solution is Prebid.js. It is
an open source, free of charge, and has the widest range
of supported bidders.
 After that you choose the header bidding partners you
wish to use. You should have at least 2-3 bidders to
provide enough competition. In order to add a bidder
you need to have its prebid.js adapter included in your
container (Prebid.js).
 And finally, after short test period (to optimize the
timeout and price increment) you are good to go live and
witness the revenue goes up.