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Member White Paper: AppNexus – Header Bidding: The next evolution

When header bidding started to gain momentum in 2015, it promised publishers the ability to sell every impression at its true market value.

Two years later, it’s clear that header bidding has delivered on that promise and had a profound impact on the digital marketplace. Right from the start, a wide range of publishers began seeing greater yields and enjoying unprecedented insight into what their inventory was really worth. Over time, technology vendors and publishers worked together to refine the process further, building new tools that made header bidding faster, more effective, and easier to manage. With each improvement, publishers got better results, and new companies decided to give the solution a shot. As a result, the vast majority of today’s top publishers use header bidding.

But for as much as header bidding has grown over the past two years, there is yet more change on the horizon. Indeed, when AppNexus last explored header bidding technology in August of 2016, the biggest questions facing publishers revolved around which wrapper they should use to manage their auctions. Since then, the conversation has evolved to encompass new priorities, new technologies, and of course, new questions. Today, publishers are increasingly focused on finding the right demand sources, pushing into new formats, and looking for ways to improve header bidding’s impact on user experience.

This whitepaper aims to help publishers navigate this complex ecosystem by addressing their most pressing concerns. Ultimately, its authors hope to give you the information you need to maximize your header bidding returns, both now and in the future.

Here’s a taste of what’s covered:

  • The Standardization Of The Wrapper And A Renewed Focus On Demand
  • The Great Debate: Server-to-Server Header Bidding Vs. Client-Side
  • The Expansion Of Heading Bidding Into New Territory

Download the White Paper here.

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