Header bidding has become one of the hottest new tools in ad tech. It enables publishers to better unlock the true market value of every impression by holding real-time auctions across unreserved demand from multiple ad exchanges.
Steve Jobs once said, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.”
It’s been said that for every problem, there’s a solution. While that’s hardly the case, it’s still a bedrock truism for those who make their living by way of invention. There’s a common belief held among tech workers that logistical hurdles can be surmounted by technological means, provided enough time and some A/B testing.
But what happens when the tables turn, or the technologies grow obsolete, or the market shifts, as so often it does? What happens when a technological “solution” that tens of thousands of people rely upon becomes, itself, a problem to overcome?
Such is the case with header bidding containers. Originally meant to give publishers a workaround for the challenges posed by “closed-system” ad servers – closed in the sense of both their pricing and functionality – header-bidding containers have become something of a problem themselves, lately.
If you’re a publisher, then you’ve probably heard plenty about header bidding by now — it’s taken the supply side by storm. But there are a few myths floating around, holding publishers back from adopting this new monetization tool. In this post, we’re going to lay out three of the biggest header bidding myths and explain the facts behind each one.
“Real-Time Real Talk” is an ongoing blog series that seeks to clarify the “what”, “why”, and “how” behind ad-tech innovations.
In 2016, few topics of conversation generated more buzz in the ad-tech world than the one surrounding header bidding. In 12 months, the publisher monetization tool went from relative obscurity to a popular solution that everyone in our industry was expected to understand.
Alas, just when you think you’ve finally learned enough about a new technology to discuss it confidently, ad-tech delivers yet another innovation to wrap your head around. In this case, the latest phrase on everyone’s lips is “server-to-server header bidding,” a tool some people believe could be the future of sell-side technology.
Ready to learn more? You’ve come to the right place.