6 THING TO KNOW ABOUT USING A HEADER BIDDER

Header bidding is increasing in popularity rapidly. Publishers are looking for new ways to increase revenue, and header bidding seems to be the answer.

But with increased popularity comes misunderstandings about how header bidder works and how publishers can maximise yield using this technology.

Here are some things that every publisher should know before implementing a header bidder into their website.

6 THING TO KNOW ABOUT USING A HEADER BIDDER header

Header Bidding Is Mostly for Publishers That Sell Impressions

According to Statista, among one million websites receiving the most prominent traffic, four per cent was because of header-bidding technology in April 2021.

Header bidding is not just a solution to increase publisher revenue. It’s for replacing the impression-based monetisation model with a post-click monetisation model.

More impressions sold via header bidding will lead to better yield for publishers. Header bidding is growing in popularity because it’s simply working much better than the current monetisation model (in most cases).

Header Bidding Is Not Just for Premium Publishers

Publishers that monetise with native ads or ad networks can benefit from header bidding technology.

Many specialised companies offer specialised solutions for these publishers that focus on increasing revenue through native ad units.

It’s necessary to find the right partner for your business, specialising in your monetisation strategy, native or otherwise.

Header Bidding Requires a Lot of User Data

It’s essential to have access to rich user data for header bidders to work their magic. The more information they have about the users browsing your site, including device type, OS version, browser resolution, and so on, the better they can predict which impressions will be valuable to you and your advertisers.

Header bidding technology requires this data to choose the highest paying ad request.

Increase Revenue by Increasing Competition Among Demand Sources in Real-time

A header bidder allows multiple demand sources (ad exchanges, ad networks, and others) to bid on each impression as it becomes available.

It allows the publisher to maximise the revenue from every impression by making multiple requests for bids rather than just a single bid from a demand source. But this only works if enough demand sources are participating in your header bidder.

Header Bidding Works Best for Mobile and Desktop Traffic

Bidders can only realise the main benefits of header bidding with access to real-time information about each impression.

Since mobile web browsing doesn’t allow for this type of communication, not many companies specialise in optimising the mobile web user experience through header bidding technology.

Header Bidding Requires a Lot of Server Resources

Header bidding requires the publisher to create and maintain a particular response format so all demand sources can be linked and compete together in real-time.

It is done by creating a tag, which sits on the page and waits for the bidding process to begin.

There is also some configuration that must take place on the server-side, meaning more servers are required, which brings up costs for the publisher. Hence, it’s important to have a strategy in hand before considering implementing header bidding technology into your website.

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