How Header Bidding Has Changed The Game For Publishers And What It Means For Buy-Side

How Header Bidding Has Changed The Game For Publishers And What It Means For Buy-Side
SHARE
THIS



As the advertising industry continues to turn to online advertising, header bidding has emerged as a way to benefit everyone. In this piece, director ad solutions APAC Natasha de Mallet Hawes explains how header bidding has changed the market for publishers and how it is continuing to shape the industry.

Header bidding was introduced in 2016 to help compensate for the pitfalls of the traditional publisher waterfall, allowing publishers to make their inventory available to multiple demand partners at the same time, rather than the inefficient sequential manner of the past.

Publishers saw immediate benefits from increased demand partners, including higher revenue and better latency management. Fast forward to 2019 and the majority of publishers are utilising header bidding for their display and mobile inventories, and we’re now seeing growing adoption in video.

The publisher benefits of header bidding are clear. But what are the implications for header bidding for video? And what does this mean for the buy-side?

Enhanced Audience Reach

Buyers get much closer to 100 per cent OTS (opportunity to see) and access to a more inventory, which had traditionally been reserved for direct campaigns. Buyers are also better able to find and connect to their audiences, which improves campaign performance and outcomes.

Access to High Quality Inventory

Prior to header bidding, buyers didn’t have full visibility into publisher’s inventory; most publishers reserved a set of inventory for direct and sponsorship campaigns, and programmatic was treated as a way to help monetise “unsold” inventory.

Video header bidding allows programmatic the opportunity to compete against direct campaigns and as a result, there is a higher volume and better quality programmatic inventory, improving viewability and brand safety.

Extend PMP Delivery

Since the emergence of Private Marketplaces, there have been issues with delivery due to a lack of inventory availability or the inability to find the relevant audiences across PMPs. Audience and programmatic video go hand in hand with many campaigns focused around ensuring ads are shown to a specific in-target audience.

Video header bidding extends reach across a larger set of inventory, and therefore increases the likelihood of finding buyer audiences in the right environment at the right time. For PMPs, this means extended delivery, greater audience reach, and better performance.

Increased Transparency

Header bidding drives transparency by providing insights around auction dynamics, impression price, and sets the stage for buying efficiency through Supply-Path Optimization (SPO). With SPO, buyers can consolidate spend around fewer media partners that yield the highest ROI, as it allows the buyer to

What’s Next?

Header bidding clearly benefits both publishers and buyers, alike. As consumer engagement with video grows beyond traditional channels, such as desktop and mobile web, and into emerging formats such as mobile-app and CTV, we can expect to see video header-bidding solutions follow in suit.

Brands and agencies will need a single platform for access to premium audiences and brand safe, publisher direct omni-channel video supply, plus the data, transparency and pricing models to maximise ROI by optimising video investments across the supply chain.

 

Please login with linkedin to comment

header bidding publisher pubmatic

Latest News

Netflix Questions Potential Australian Content Requirements
  • Media

Netflix Questions Potential Australian Content Requirements

Streaming giant Netflix has questioned the feasibility of local content requirements in its submission to the government’s ‘Supporting Australian Stories on Our Screens’ options paper review. The review follows the ACCC’s Digital Platforms Inquiry, from which the government identified existing Australian content obligations as a topic of interest in the development of a platform-neutral regulatory […]

by B&T Magazine

B&T Magazine
Clems Sydney Brings Back D-D-Demazin
  • Campaigns

Clems Sydney Brings Back D-D-Demazin

Can't afford Celeste Barber for your next campaign? Why not hire a Celeste Barber clone like this ad has clearly done.

Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.