The Future of Header Bidding: Wrapper Standardization, Server-to-Server, and New Ad Formats

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This is a sneak peek at our newest white paper. Click here to download the whole thing and learn everything you need to know about header bidding: how to choose the right demand partners, what server-to-server can do for you, why header bidding isn’t just for display, and more!

When header bidding started to gain momentum in 2015, it promised publishers the ability to sell every impression at its true market value.

Two years later, it’s clear that header bidding has delivered on that promise and had a profound impact on the digital marketplace. Right from the start, a wide range of publishers began seeing greater yields and enjoying unprecedented insight into what their inventory was really worth. Over time, technology vendors and publishers worked together to refine the process further, building new tools that made header bidding faster, more effective, and easier to manage. With each improvement, publishers got better results, and new companies decided to give the solution a shot. As a result, the vast majority of today’s top publishers use header bidding.

But for as much as header bidding has grown over the past two years, there is yet more change on the horizon. Indeed, when we last explored header bidding technology in August of 2016, the biggest questions facing publishers revolved around which wrapper they should use to manage their auctions. Since then, the conversation has evolved to encompass new priorities, new technologies, and of course, new questions. Today, publishers are increasingly focused on finding the right demand sources, pushing into new formats, and looking for ways to improve header bidding’s impact on user experience.

This whitepaper aims to help publishers navigate this complex ecosystem by addressing their most pressing concerns. Ultimately, we hope to give you the information you need to maximize your header bidding returns, both now and in the future. Here’s a taste of what we’ll be covering:


The Standardization Of The Wrapper And A Renewed Focus On Demand


We’ve been helping publishers optimize their header bidding setups from the beginning, and we know what a wrapper needs to do to make them successful. We can tell you exactly what standards your header bidding container needs to meet so you can focus your attention on building the best possible list of demand partners for your inventory.


The Great Debate: Server-to-Server Header Bidding Vs. Client-Side


Server-to-server (S2S) header bidding promises to reduce latency and expand the number of partners publishers can work with. However, this setup does come with a few potential drawbacks. We’ll explain the key differences between S2S and client-side header bidding, so that you can decide which solution — or combination of the two solutions — makes the most sense for you.


The Expansion Of Heading Bidding Into New Territory


Until recently, header bidding was almost exclusively used for selling web display inventory. But now, technology advances are making it possible to bring header bidding to the mobile app, video, and native environments. We’ll discuss how header bidding can help publishers get the most out of
these formats.


Click here to download the rest of the white paper and learn everything you need to know about the future of header bidding.

Filed under AppNexus Updates, Technology.

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