Header bidding has been getting a lot of press recently, but exactly what is it, and why should you care?
Header bidding is a way for digital advertising sellers to implement programmat- ically transacted campaigns directly within their ad servers. Used by sellers and app developers, this technology breaks through the limitations of the traditional ad server, and exposes every impression to a programmatic marketplace in order to obtain pricing information for the ad server.
The value proposition for header bidding is actually very simple: it’s all about maximizing a seller’s control over their advertising setup so they can prioritize buyer demand no matter how that buyer demand makes its way into their ad server. This lets them:
1. Maximize their revenue,
2. Scale important relationships, and
3. Determine the precise interaction between campaigns implemented directly through their ad server, and those accessed via automated advertising technologies.
In this ebook, we’ll take a deeper dive into why this technology evolved, how it works, how sellers and buyers can leverage it to maximize the most cutting-edge opportunities in digital advertising today, and how it can put them on a footing to rapidly adopt the innovations of tomorrow.