Header bidding plugins for revive ad server

1. What is header bidding plugins and its importance? https://www.reviveadservermod.com/video/header-bidding-plugin

2. Introduction • If you are in the advertising technology, you may encounter the term “header bidding” because header bidding is one of the most important advancement in ad tech since the introduction of Real Time Bidding (RTB). • There are so many concepts in ad tech but to understand how this innovation work and how it can fit into the existing landscape may be difficult. https://www.reviveadservermod.com/video/header-bidding-plugin

3. What is header bidding? • It is an advanced programmatic advertising technique which is also referred as pre bidding or advance bidding. • It allows the publishers to offer the ad space simultaneously to numerous SSPs or Ad exchanges at a time. https://www.reviveadservermod.com/video/header-bidding-plugin

4. If a publisher wants to sell the ad space on its site, the process will go like this: • First, your site will be to the ad server. Generally, the direct selling inventory takes the precedence over any programmatically sold options. • Through the site’s ad server, the available inventory will be served which means the unsold inventory will be served first to the top ranked ad exchanges and if it still unsold will be passed along to the second ad exchange and so on. • The rankings are based upon the size, but it is not necessary that the biggest ones will pay the highest price. • The main goal is to bring a greater level of transparency in the process in order to help the publishers to understand who is bidding what amount. https://www.reviveadservermod.com/video/header-bidding-plugin

5. Water fall model: • Publishers followed the waterfall model traditionally which had so many drawbacks. • It is a technique where publishers used to maximize both the pricing and the sell through rate of the inventory. • It is also referred as daisy chaining. • In early days, publishers were operated in a completely different environment where there was many questions unanswered. https://www.reviveadservermod.com/video/header-bidding-plugin

6. Water fall model: • Some of the major concerns are: • Valuation of inventory was improper. • They never knew who was buying the impression and there were some situation where some group of people committed the frauds to get millions of dollars. • It became very crucial and important to alleviate the risks. https://www.reviveadservermod.com/video/header-bidding-plugin

7. In this waterfall approach, the publisher’s serves the impressions to buyers in a descending order that, if the ad matches with the required specifications, it will be served. • This approach is inefficient and ultimately it hurts both the advertisers and publishers. • The workflow is offering your inventory to four different buyers, one after another by lowering the price whenever someone rejects the inventory. • Eventually some might say yes for the bargain but that would not be considered as the best price. • And also it creates a impression that you are selling the low grade inventory which had been rejected by many people. • It is like losing the inventory between each pitch when we use the cascading passback approach. https://www.reviveadservermod.com/video/header-bidding-plugin

8. Header bidding techniques There are two main types of header bidding techniques: • Client side • Server side https://www.reviveadservermod.com/video/header-bidding-plugin

9. Client side: • In this technique, we inject a header tag in the heading element of the publisher’s website. • The string of code present in the header element will be invisible to the end user • The tag is provided by the header bidding vendor. This particular snippet is actually responsible for connecting various sources interested in participating the bidding and purchasing ad inventory. • Once if the page loads on the demand sources (e.g. buyers and ad networks connected to supply side platforms and ad exchanges) bid on each impression on a page. • This enables the impressions to be offered to multiple demand partners who can bid on it. If no one ready to bid, then it will create a second price auction. This process goes on until the impressions got sold. https://www.reviveadservermod.com/video/header-bidding-plugin

10. Benefits: • Higher fill rates: If there are more buyers, then there will be higher chances of filling all types of available inventory which may includes both the premium and the unsold inventories. • Higher CPM (Cost per Mile): Publishers can receive more bids from the buyers who are actually interested and are willing to buy more price. • Insights: Floor pricing allows the publishers to understand the real worth of the inventory. • For example: if a publisher sets a floor price which is the lowest price that they are willing to sell their inventory for a minimum CPM and after utilising header bidding finds that it call sell for a maximum CPM, then they can obviously understand where they lose out on earlier. https://www.reviveadservermod.com/video/header-bidding-plugin

11. Server side: • In the client side header bidding, it sends the requests from the browser whereas in server side header bidding it sends the requests to the different SSPs from the ad server. • It means that the auction will takes place outside the server instead of the user’s browser. • There is only less implementation work to do because with this script, it will be added to all the partners. https://www.reviveadservermod.com/video/header-bidding-plugin

12. On the ad server side, there will be no change. • Publishers can decide to set up one set of line items across all the partners or can set line items per partner. • There are often hundreds to thousands of line items will be required per partner and as mentioned before, one of the key benefits of server side bidding is it can able to add more number of partners, it is more likely for the publishers to pick the former option and can consolidate the ad server setup into a single set. https://www.reviveadservermod.com/video/header-bidding-plugin

13. Why header bidding is so important? Header bidding is an important one for both the publishers and advertisers. Let’s get started with publishers. https://www.reviveadservermod.com/video/header-bidding-plugin

14. Maximum revenue for publishers: • In the traditional waterfall approach, each exchange partner would have a corresponding line item in the publisher ad server and each would sit at a different priority. • In the priority, if the first exchange partner did not purchase the impression, it would cascade down to the next exchange and to the next until someone bought it. • Each exchange partner would be configured at a different floor price so the cost at which the impression could be bought would keep drooping as it cascaded down. https://www.reviveadservermod.com/video/header-bidding-plugin

15. Premium inventory for the advertisers: • Advertisers have the access to premium inventory which was previously available via direct deals with the publishers. • Ad buyers who use the programmatic channels are finally able to get a real look at all of a publisher’s impressions. • Initially, RTB had a negative reputation that it mostly traded the unsold inventories. • It had a negative connotations associated with low quality (e.g., unsold stuff or remnant where nobody else wanted). • There were clear redefinitions of RTB. Most RTB inventory actually was available at the bottom of the waterfall so the session depths were lower (i.e. last look). • It was a result that how the publishers chose to implement their SSP partners in their ad servers. https://www.reviveadservermod.com/video/header-bidding-plugin

16. Instead of using their SSPs, the way SSPs wanted to be used as a primary ad server for the publisher, they relegated them to line the items at the bottom of the ad server. • With the header bidding, RTB can now have a first look at inventory even above the direct orders which is considered as a giant leap in the evolution of ad serving. • Header bidding can fuel the accelerated adoption of programmatic ad tech among publishers. • Reviveadservermod specifically works on this plugin to attract more customers. For more information, you can visit this page -> www.reviveadservermod.com. It surely gives you a clear idea about the usage of the plugins. https://www.reviveadservermod.com/video/header-bidding-plugin