The year was 2015, header bidding emerged as a response to problems presented by waterfall auction. It’s now become the first choice for many publishers. But until 2017, the eMarketer survey revealed that just 21% professionals (publishers, advertisers, and marketers) have a fantastic grasp of the header bidding ecosystem.
Header bidding is complicated and requires technical knowledge to implement properly. Still, some publishers decide to implement header bidding without fully understanding its mechanisms, and find themselves tangled in bids and workouts. So, here is how publishers must prepare and begin with header bidding.
Begin by Asking,’Is Header Bidding a Fit For Me?’
Header bidding requires technical knowledge. If you, as a writer, are well equipped with a (specialized ) team to work on the header bidding wrapper, you are in a fantastic location. If not, you’ll have to create one. Aside from technical aspect, you’ll also take a team (AdOps) to track and handle yield, user experience, and need relationships.
“Header label integrations need a much, much heavier upfront lift concerning trafficking line items. It is not just a bit more work, it is likely 100X as much work to visitors for most publishers.” Said Ben Kneen, a thought leader on Header Bidding.
If you use other means to sell your stock (like AdSense), there are opportunities that implementing header bidding may negatively affect your earnings initially, as a result of the changes in CPMs, fill speed , and page loading time to mention a few.
Read and Learn About Header Bidding
Familiarize yourself with the way that header bidding functions, what it can do, and what it can’t get done. Learning about basic language is a fantastic start.
Client-side header bidding: Here, auction runs on the user’s browser. The advantages include cookie syncing which leads to better audience targeting, but on the other hand, this may lead to increase in page load time.
Server-side header bidding: This sort of header bidding auction runs on the server. It lessens the page load time providing the flexibility to include as many need partners as possible. Although, this comes at the price of restricting the cookie syncing ability resulting in lesser advertisement network audience match.
Further, you might wish to learn more about the pros and cons of header bidding and what the future holds for it. At present, industry players like Rubicon see mobile-first hybrid and advertising strategy as the inescapable future. In the same way, read about what professionals think about the future of header bidding.
Prepare for Challenges
Third-party tags which allow header bidding to slow the page down. This makes more traffic abandon your web page before it loads, resulting in poor user experiences and finally loss of earnings.
Considering that the initial fluctuations in earnings, you should have a blueprint for short-term and long-term aims. Short-term plans indicate small targets such as understanding the bidding process and producing a robust platform with need spouses. Long-term plans, however, should revolve around approaches to boost ad revenue through bidder and timeout optimization.
Pick Header Bidding Partners Wisely
Picking a header bidding partner can be hard. You have to put decent research into finding the best partners in your specialty and location. But make sure they don’t affect your page load time.
Some popular header bidding spouses are:
Eventually, Test It Before Implementing It
Header bidding makes certain publishers are handsomely rewarded for their stock, but not without placing testing in action. A/B testing with bidders helps to improve the total revenue and enables publishers to know what works best for their stock.
But where should the testing attention?
Errors: Watch out for any kind of mistakes. It might be a spouse not returning a creative, timing out a lot, or maintaining the bidding rate unusually low.
Demand Partners: Adding too many need partners isn’t always a great idea. It makes the auction (customer side) slow. Take your time to discover a great balance between need partners to conduct a profitable auction. It’s a great practice to compare the spouses based on reaction time, bid prices, and bid winning speed percentage to pick the ideal demand partners.
Earnings: Finally, track your earnings for each individual test that you run and compare the results. From the end of the experiment(s), you’ll have the ideal model (spouse, timeouts, etc.) ready to conduct the most optimized setup for header bidding.
Header Bidding, if done correctly, can result in better CPM’s, positively affecting the bottom line, i.e. advertising revenue.