What is header bidding, and how are publishers using it? | M&M Global
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What is header bidding, and how are publishers using it?

One of the hotly-discussed innovations at Dmexco 2016 was ‘header bidding’, a technology which promises to unify advertiser demand for publishers, and help them to boost digital ad revenues.

pulsepoint-roundtable

M&M Global teamed up with PulsePoint to gather a group of programmatic experts, to help answer key questions around this year’s trending topic.

But, first of all, what is header bidding?

“Header bidding is a technology that publishers put on the header of their page – hence the name. It allows them to unify all of their demand, bringing all the demand into one place so they can maximise yield on an impression-by-impression basis,” says Gareth Shaw, vice president, programmatic operations EMEA at PulsePoint.

“It was borne out of the ‘waterfall’ model. The waterfall is how most ad servers used to work, and it is a static model – don’t pass ‘go’ until you’ve hit each sequence. It worked well when you had static demand, and you were selling to a network on a flat CPM. But now, with real-time bidding taking off, you can’t put people in order.

“Header bidding takes that waterfall, rolls it up, puts it at the top and gives you the ability to take the bid that is highest,” adds Shaw.

Watch the full panel discussion below

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