As the divide between traditional and programmatic advertising continues to narrow, truly holistic yield management requires democratization of the ad server through advanced programmatic decisioning tools.
Header Bidding is a monetization tool used by publishers and app developers that exposes every impression to a programmatic marketplace in order to obtain pricing information for the ad server. ‘Header bids’ are then used by the ad server in the ad decisioning process, allowing sellers to make more intelligent inventory allocation decisions between traditional and programmatic demand.
FastLane is a next generation header bidding solution from Rubicon Project that lets our partners apply this technology to our industry-leading digital advertising marketplace.
Maximizing the Header Bidding Opportunity
Sellers: Take control of your inventory.
Brands and buyers: Get programmatic access to high- value impressions.
We run a pre-auction among all of our programmatic inventory and activate a line item corresponding to the winning campaign in your ad server. Your ad serve then runs its logic to determine which ad will ultimately serve.
Additional header bidding resources
Header Bidding Solution Brief
Header Bidding Case Study
Download “Maximizing the Header Bidding Opportunity”