Header bidding is an ad technique that has gained quite a lot of popularity among the advertisers. Before getting into the details, we need to understand what header bidding is. To define, header bidding is the technique in which a publisher makes an inventory available to more than one ad exchange simultaneously.
The aim is to allow multiple ad exchanges to bid on the same inventory at the same point in time. This helps to give a boost to the yield. This process allows the publishers to gain control over the whole process. It also gives them ample options to choose from!
How Has It Challenged the Waterfall System?
The field of advertising technology is ever-changing and evolving. The header bidding system was modeled against the waterfall system. In the waterfall system, also known as daisy chaining, an inventory is passed down from one ad network to another by a publisher. This is done based on the importance the inventory holds. If the first ad network is unable to provide a satisfactory bid, the inventory is passed on to the ad network that is next in line. The process continues until the inventory is sold.
Although the process is easy and hassle-free, it does not ensure that all the ad spaces will be sold. To sell their unsold inventory, publishers opted for another technique, which is known as header bidding. Ever since then, the technique has taken the market by rage!
Advanced Header Bidding Wrappers or Frameworks in 2020
Evolution to Server-Side Header Bidding Instead of Only Client-side Bidding
Taking all these factors into consideration, it can be said that header bidding offers a win-win situation for all and is a must-have in 2020!