Dominando sua configuração de lances de cabeçalho para maximizar a receita

Header bidding, an advanced programmatic technique changed the way publishers monetised their ad inventories. Ever since its release in 2015, this technique has been steadily adopted by publishers to optimise their ad revenue.

With header Bidding, publishers can offer their inventories to multiple demand partners at once. The major benefit of implementing header bidding for publishers is that it ensures yielding highest possible auction bids for their unsold inventories, resulting in higher CPMs, ultimately increased ad revenue.

Nowadays, the majority of publishers are using this technique for their ad setup, which can be considered a holy grail for publishers but it also comes with its own complexities and challenges. For starters, implementing header bidding is technically complicated. On top of that, it requires constant monitoring and innovation to keep the setup yielding better results.

To yield maximum revenue from the inventories, publishers must optimise their header bidding setups. But, before we understand ways to improve the header bidding performance, we need to understand the challenges associated with header bidding, let’s review these recurring challenges:

1. Complicated set-up
Header bidding comes with a complicated implementation process. Choosing the suitable wrapper, integrating codes of the demand partners, regular maintenance, and constant changes to the header code are complicated jobs.
Without dedicated developer support, publishers can undoubtedly find it a daunting task.

2. Latência One of the primary challenges of header bidding, latency, makes the loading of the webpage slower, which results in the slow loading of the ad. In addition, it delays getting bids from the demand sources.

3. Cost and Resources
Since header bidding requires constant developer support, publishers may need to invest all their time and resources to improve header bidding performance. However, publishers may not manage the header bidding service in the absence of abundant resources.

Now that we have established the common challenges, let's explore the best ways to optimise yield.

Considering these challenges, publishers may be suggested to take up the managed header bidding services to improve their header bidding performance:

Managed Header Bidding Services:
These services facilitate the initial implementation and maintenance of header bidding. In addition, working with managed header bidding services allows publishers to use new Prebid versions.

Using Prebid as Wrapper
Header bidding auctions using Prebid wrapper run faster. It ensures quick response time from the demand partners and improves the user experience. The technology is sound for desktop and mobile channels and works best with all ad formats.

What is Prebid, you ask? Prebid is popularly known as the prebid wrapper, which is open-source and makes header-bidding free and customisable. Prebid includes over 150 demand partners, 15 adapters supporting currency conversion, multiple ad servers, and common ID systems.

However, Prebid Wrapper, too, is not easily set up, maintained, and run. It requires technical expertise and consistent developer support to make changes and fix errors.

Server-side Header Bidding:
Managed header bidding service helps publishers analyse and understand header bidding performance with its analytics features. Furthermore, with options between client-side header bidding and server-side header bidding, publishers can overcome the challenges with their header bidding.

With the server-side header bidding, publishers can solve the problem of latency and improve the user experience. In server-side header bidding, bid requests are sent to multiple demand sources from the ad servers. Then, the auction takes place on the server provided by the technology partner.

It has a less complex implementation as only one script is added for all the partners from the ad server’s side. Then, ad servers send out the bid request to SSPs, ad exchanges, etc., and receive the bid.

Let us understand why page latency occurs in the first place. In the client-side header bidding setup, multiple demand partners are called directly from the browser. In the server-side header bidding, all the bidders are pinged with one call, ensuring fast page loading and better user experience metrics.

Innovative Ad Format and Optimised Ad Layout:
Usually, header bidding uses banner ads, which the users often overlook. To prevent banner blindness, publishers can come up with innovative ad formats. These formats may include native ads, outstream video ads, etc.

These ads retain users’ attention and improve viewability, thus offering higher eCPMs. In addition, with better ad inventory, header bidding performance improves because the potential demand partners have a variety of ad formats to choose from.

Ad layouts