The waterfall process was not efficient because it often sold a publisher’s ad inventory for less than it was worth. Since advertisers couldn’t bid against each other simultaneously, the ad inventory was sold to the first advertiser with a bid that was higher than the publisher’s floor price. In addition, it took more time to pass the ad inventory to the exchanges one by one. When publishers switch to header bidding solutions, all advertisers are able to bid at the same time in a transparent, open auction. The highest bid is therefore easy to identify and select. ![]() ![]() As a result, publishers are able to maximize ad revenue within this system. This header bidding case study shows how the process works. “Header bidding gives publishers access to better integration with revenue partners and ad tech companies compared to the previous waterfall or daisy chain system. Thanks to these improvements, header bidding can significantly increase ad revenue for publishers. The technology is continuing to evolve which is why we’re seeing record-high adoption numbers.” said Snigel Managing Director, Peter Gallagher. Google Ad Manager is the most popular and dominant ad server used in header bidding. ![]() If you have a Google Ad Manager account in good standing, and you meet Google’s criteria for entry, you could be invited to Google Ad Exchange (Google AdX).
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