HEADER BIDDING is an integration on the publisher’s page that exposes each impression to programmatic buyers before calling the publisher’s ad server.
This means advertisers can dynamically compete for more of a publisher’s inventory in real-time and can see 100% of their stack.
Highly valuable inventory can be accessed through Private Marketplaces and Real-time Guaranteed.
What is the Unlocked Value?
Before header bidding, exchanges were a traditional tag in the publisher stack, and media buyers competed for remnant inventory. With header bidding, buyers now have access to all inventory.
Higher Viewability
• We’ve seen an increase of 53% in viewability across our marketplace after header bidding integrations
• Incremental impressions, previously reserved for premium placements, are now available to programmatic buyers
• Creatives render faster on the page because the header bidding call is made as soon as the page load begins
Increased Forecasting Accuracy
Budgets for particular audience segments shift from quarter to quarter
• With increased visibility across 100% of a publisher’s inventory, we are able to see all audience segments and impressions throughout the calendar year, giving planning teams better insights
Higher Quality Inventory
• Publishers can allow RTB buyers to compete for impressions typically reserved for direct-sold campaigns.
Increased Global Inventory
• Global inventory has increased 214% across our ecosystem since the introduction of header bidding
This means advertisers can dynamically compete for more of a publisher’s inventory in real-time and can see 100% of their stack.
Highly valuable inventory can be accessed through Private Marketplaces and Real-time Guaranteed.
What is the Unlocked Value?
Before header bidding, exchanges were a traditional tag in the publisher stack, and media buyers competed for remnant inventory. With header bidding, buyers now have access to all inventory.
Higher Viewability
• We’ve seen an increase of 53% in viewability across our marketplace after header bidding integrations
• Incremental impressions, previously reserved for premium placements, are now available to programmatic buyers
• Creatives render faster on the page because the header bidding call is made as soon as the page load begins
Increased Forecasting Accuracy
Budgets for particular audience segments shift from quarter to quarter
• With increased visibility across 100% of a publisher’s inventory, we are able to see all audience segments and impressions throughout the calendar year, giving planning teams better insights
Higher Quality Inventory
• Publishers can allow RTB buyers to compete for impressions typically reserved for direct-sold campaigns.
Increased Global Inventory
• Global inventory has increased 214% across our ecosystem since the introduction of header bidding
