04 Sep How Header Bidding Can Increase Your Ad Revenue

Introduction

Header bidding is a great way for publishers to increase their ad revenue. It’s a technology that gives publishers more control over their inventory, which allows them to get a better deal from advertisers. Header bidding works by allowing buyers and sellers of digital ad space to bid on inventory at the same time, instead of waiting for other buyers to see what inventory they have available to sell before making an offer. This technology allows you to access premium demand from both direct-sold campaigns as well as programmatic auctions, leading to increased revenue opportunities for publishers.

Advanced feature

Header bidding is an advanced feature that allows publishers to have more control over their inventory. When you’re using header bidding, you can choose which bidders are allowed to compete for your inventory and set different rules for each bidder. For example, some bidders might get priority or last access (the right to place their bid first). This increases the number of bids for your inventory so that you can get higher prices on all of them.

Increase your ad revenue

Header bidding gives you access to more advertisers and more premium demand. When you use header bidding, your ad server acts as the intermediary between publishers and the demand sources (publishers can have multiple demand sources). Instead of waiting for an ad request from a publisher’s visitor, your ad server makes requests on behalf of these publishers via the header tag. This helps provide access to a wider range of advertisers who are willing to pay higher prices for impressions.

Not only does this provide better performance for buyers but also for sellers and advertisers by giving them access to premium demand sources with high eCPMs (effective cost per thousand impressions).

Balance the power between buyers and sellers

Header bidding allows for a more equitable marketplace between advertisers, publishers and programmatic trading desks. In the past, most of the power was given to demand-side platforms (DSPs), which could extract a 30% fee from advertisers despite having little or no value added.

Now that publishers are able to choose who bids on their inventory, they can negotiate better deals for their inventory. This is important because it means that DSPs will have to compete for publisher business by offering better pricing and more transparency in their performance data in order to attract new partners.

The increased competition should result in higher CPM rates for both buyers and sellers since there are more bidders with access to publisher sites than before header bidding came around.

Access to premium demand

Header bidding gives you access to premium demand. In other words, it allows you to bid on ad impressions that would likely have gone to a publisher before header bidding. These are high-value impressions that can lead to higher CPMs (cost per thousand impressions).

Eliminate ad tech costs

Header bidding is a great way to increase your ad revenue. It enables you to eliminate ad tech costs, take control of your inventory and maximize your yield.

Header bidding allows publishers to bid on their own inventory in real time. The header bidding process works like this:

An impression is sent from an ad network or exchange (such as Google Ad Exchange or AppNexus) onto an ad server, which then passes it off to a demand partner (e.g., Facebook). The demand partner places bids that are sent back through the same path until either its bid is outbid by another bidder or it wins the impression. In most cases, there are multiple bidders for a single impression so it’s not uncommon for more than one demand partner to win the same impression.

Access to more data about users’ interaction

The header bidding tech gives you access to more data about how users are interacting with your content. This means you can get more information about your audience, content, ad performance and revenue. You also get access to detailed analytics on how many ads spend you’re spending on a given piece of inventory.

Private marketplaces for additional revenue opportunities

Header bidding allows you to tap into private marketplaces for additional revenue opportunities. Private marketplaces are a way to sell premium inventory that isn’t available on the open exchange, whether it be auto-play video ads or a sponsored article. These types of ad placements typically command higher eCPMs (effective cost per thousand impressions) than traditional display advertising and can help you increase your overall revenue.

Conclusion

Header bidding is a powerful tool to help you grow your ad revenue. By allowing you to increase your inventory and access premium demand, header bidding can bring in more advertisers who want to reach your audience. Additionally, by eliminating the need for ad tech costs and tapping into private marketplaces, header bidding will help increase your bottom line. If this sounds like something that could benefit your business, or even if you want to understand about first-party and third-party data, then it’s time for us to talk about how we can get started together!

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