Header bidding is an advanced technique of programmatic ad buying that allows every single publisher to offer inventories to different ad exchanges before having to request an ad server. We’re talking about a pretty comfortable method that most publishers use because of its effectiveness and the way it makes their job easier in so many ways.
In case you’re a publisher and want to know how header bidding works so you can give it a try, here’s everything you need to know.
Header Bidding works sweet and simple
To work, this advanced method of programmatic ad buying will hinge on a piece of JavaScript that is always located in the top-center of a publisher’s website. This one allows every single buyer to bid on advertising, so it’s important that the final results can be made in the best possible way.
Initially, users will click through a site, then the header tag of the publisher will request different ad networks which will place their bids. Once that is done, the winning bid will be passed to the ad server of the publisher, which will finally connect the user to the server. This one will display the winning ad creative.
Getting to this point, it is important to point out that an advertiser can easily win header bids for all types of inventories. To make this happen, it is crucial that the advertiser’s bid is high enough. After all, the key is to prevent interrupting the delivery of any direct order.
Moreover, every advertiser or ad network can make these bids in the most efficient manner.
Header bidding benefits publishers and advertisers
The greatest thing about header bidding is the fact that it allows all publishers to determine in real-time what each advertiser is willing to bid before having to call the ad server.
At the end of the day, every publisher will be able to increase their revenue with this advanced technique of programmatic ad buying. On the other hand, header bidding will also allow every advertiser to cement a greater exposure for the brand they are representing. We’re talking about a win-win situation that not so many methods of programmatic ad buying can offer right now.
Because of this, the use of header bidding technology is becoming more and more effective when it comes to website monetization. In fact, some experts believe this method could show some improvements over the next few months, considering the constant changes in advertising strategies.
How to implement Header bidding
Getting to this point it is important to mention that header bidding implementation requires a specialized partner with the adequate technology to make the most out of this monetization strategy. Here is where AdPone can help!
What does this process consist of? Overall, header bidding implementation consists of 3 steps. First, the publisher downloads Prebid. The second step involves finding Adpone´s adapter and downloading it. Lastly, the Prebid integration can be completed with Ad Manager or with Post bid.
Our dedicated team of professionals assist publishers in the whole process making it easy and uplifting the ad revenue.
