Ad Networks Left in the Dust of the Header Bidding Revolution

Header Bidding
Last updated: June 15, 2022 | by Kean Graham
Ad Networks Left in the Dust of Header Bidding Revolution

This post was most recently updated on June 15th, 2022

Amid any revolution, there are leaders, passionate followers, skeptics, the blissfully ignorant and the upholders of the status quo. Some revolutions fizzle out, but some prevail and replace the status quo. There’s a point in a revolution where it’s hard to determine which side will win: the revolution or the status quo. In terms of the header bidding revolution, it is past the tipping point. There is no doubt the status quo will be replaced and the state of publisher ad monetization will never look the same again.

Read: Why Header Bid Networks will Increase Publisher Ad Revenues

The followers

The passionate followers of the header bid revolution are the early adopter ad networks that became header bid compatible before it became a buzzword. These header bid networks were daring enough to try a new type of technology that was not proven and then be converted into passionate followers after seeing the tremendous results for their publishers. They helped push the revolution by legitimizing it via their offerings and growing the following by spreading the word to publishers. Examples of these passionate followers are:

  • Sovrn
  • OpenX
  • Criteo
  • Yieldbot
  • Amazon
  • Rubicon
  • PubMatic
  • AOL

The skeptic

For every passionate follower though, there is a skeptic. The skeptics are those ad networks that still have not built or have any plans of building header bid compatibility. They tend to be risk-averse and are never the innovators in their industry. Examples of skeptics are Tribal Fusion, Sharethrough, and Conversant. They are bigger companies that tend to move slower and may jump on the revolution bandwagon once it picks up more steam.

Read: Is one header bid network enough for publishers?

The blissfully ignorant

Revolutions even have their blissfully ignorant. These ad networks have no clue a revolution is even happening. They live in the trees or caves safely within their business niche protected by consistent profits. They don’t have to pay attention to their competitors or the trends in the industry to keep things consistent because they aren’t in competitive niches. Examples of the blissfully ignorant ad networks are Intergi, Pulpo Media and Developer Media. Many ad networks will die as the dust settles from the header bid revolution, but some of these blissfully ignorant ad networks actually might be protected by the shell of their niches and the lack of sophistication of their advertisers and publishers.

Status quo upholders

The most lethal group to a revolution are the upholders of the status quo. These parties are vigorously against the revolution and never expect the status quo to change. In fact, things are so good for them they would rather uphold the status quo regardless of the betterment of the industry. The biggest and most accurate example of this is Google.

Google has already made a recent move to take the wind out of the header bid revolution sails by enforcing the CPM charges for DFP on non-AdX impressions above 90MM ad impressions per month. This essentially increases the costs to run header bidding for most large publishers. Although this is a slight speed bump for the header bid revolution, expect Google to make additional counter moves to deter publishers from using header bidding.

Google has already seen its volumes decrease with its largest premium publishers solely because of the advent of header bidding. Google is way too smart and competitive to let this happen without a swift response.

Read: 5 Reasons why Header Bidding is Better than Google

The leaders

The final group in a revolution are the leaders. The leaders are the ones who began the revolution and are the biggest reason for its growth and prevalence. The best examples of leaders who began and grew the revolution are Index Exchange now acquired by Rivr Technologies GmbH, AppNexus and even an innovative publisher network called Curse. These companies had a lot to do with the advent of header bidding and its growth up to this point.


Not all the leaders of a revolution start from the very beginning. Some hear of the revolution after it has started but are able to gather their own tribe and push tremendous influence later in the battle at the most crucial times. MonetizeMore has been working with header bid solutions for almost two years now. We have been perfecting the direct header bid setups on DFP in the early days and added several direct header bid setups like many sophisticated publishers.

Since then we saw the need for a unified header bid setup which we now call MonetizeMore Demand. MonetizeMore Demand enables running an unlimited number of header bid networks under one unified header tag with an adjustable timeout function to maintain fast page load times.

There is no doubt header bidding is the future of display ad monetization. MonetizeMore is at the forefront of this with MonetizeMore Demand. We plan to work closely with high quality ad networks that would like to join the revolution. Don’t get left in the dust of header bidding. Instead, be part of the new innovative way to serve display ads on publisher sites. There is no doubt ad networks will be left to die because they missed this game-changing innovation.

If you are an ad network that would like to be ahead of the curve with header bidding rather than be left behind, please contact us here and we will help set up your ad network up with a detailed guide of how to become header bid compliant.

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