AppNexus - Header Bidding
If you’re a publisher, then you’ve probably heard plenty about header bidding by now — it’s taken the supply side by storm. In our infographic made for AppNexus we lay out three of the biggest header bidding myths and explain the facts behind each one.
Some publishers worry that auctioning off impressions to all those demand sources at once will cause latency on their web pages but if you make sure you’re efficiently integrate javascript and hold asynchronous auctions, all bids come in at the same time and you have a manageable piece of code which – you guessed it – reduces latency.
Publishers are also concerned that header bidding increases the risk of data leakage. With header bidding, publishers send the user data behind each impression – age, location, last site visited, etc. – directly to the demand sources. It feels like they’re putting that data at risk, but your data is safe if you’re working with reputable demand sources who care about user privacy.
Lots of publishers also believe that whatever header bidding solution they choose will favor bids from ad exchanges also owned by that same provider. That is an issue that open source header bidding solutions solve. Again, if your developers have the ability to edit the code, they can make sure that the auction’s decision logic treats all bids equally.
AppNexus - Header Bidding
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AppNexus - Header Bidding

Our infographic created for AppNexus on the myths concerning Header Bidding.
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Published:

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