Here comes one of the most significant innovations in the advertising industry in 2015: Header Bidding, also called ‘Tagless Bidding’. While this new technology eliminates the archaic ‘waterfall’, it also presents some challenges such as latency, odd implementations, and source code manipulation. These are known issues and for which solutions already exist, however more work needs to be done.
Let’s focus on the positive! Header Bidding undeniably provides a lift in overall revenue. Now the question is: which header bidding networks are known to perform well? Here are our top picks for 2015:
#6 – Amazon
Amazon has one of the most widely used header implementations, and they claim their strength comes from their ability to innovate and work at scale. They are standardized in a sense that they return a uniform count of bids per page. Amazon’s Header Bid Solution implementation presents some nuances. For instance, you’ll see ‘7×9’ as shorthand for 728×90.
Amazon offers heavy retargeting demand, though they are picky and prefer to work with private exchanges.
#5 – CPX Brealtime
More demand means higher yield. Brealtime makes the process easier by providing APIs and aggregation. Site speed can be an issue with header bidding but Brealtime has devised a solution to address this: timeout threshold.
#4 – Index Exchange
Index Exchange’s header bidding takes about 200 milliseconds or less. According to their study, header bidding outperforms waterfall ad rates by 166% in open exchanges, 46% in private exchanges. Between Q1 and Q2 this year, Index Exchange data shows 68% growth in header tag use among publishers.
#3 – Sovrn
Sovrn just released their Header Suite to publishers as of December 3, 2015. The tool allows publishers to choose the solution that fits their needs:
- Header API – for those using DFP as the decisioning/auction machine
- Header Code – create the tags straight from Sovrn’s meridian platform for DFP
- Header Adaptor – for the open source code project, Prebid.js
- Header Complete – Meridian’s complete integration solution, including 3rd party. This won’t be available until January 2016.
#2 – Yieldbot
Headquartered in New York, Yieldbot was among the pioneers of header bidding technology in 2011. To date, they have completed about 750 integrations. Last November 10, 2015 they announced the launch of Pubfood.js, an Open Source Software (OSS) that empowers publishers to understand, manage and easily measure bid partners.
#1 – OpenX
OpenX has access to a wide range of advertisers and offers one of the best header bid solutions to date. An increase of 57% in programmatic revenue was claimed by Townhall Media when they started using OpenX’s header bidding technology to sell ads on their site.
The entire process is a breeze. Publishers must meet the main requirement of at least 100 million ad impressions per month to qualify. They’re hands on with their implementation. It begins with a call, at which point you provide them access to DFP. They then set up line items and orders. You provide them a test page with the header script implemented and once they approve, you can push it live and watch your revenues rise dramatically.
MonetizeMore is offering its own meta header bid solution: the MonetizeMore Demand. We take the hassle of a complicated header bid set up with our proprietary technology, and experience in running header bid campaigns. If you’re interested to join, register for the beta.
- What is the Most Optimal Setup for Header Bid Networks?
- Is one header bid network enough for publishers?
- How Does Header Bidding Fit into your Overall Ad Ops Strategy?
- Why Header Bid Networks will Increase Publisher Ad Revenues
image credit: businessinsider.com, yieldbot