If you follow the evolution of advertising technology, you probably have the hearing about for the last two years of the famous “Header Bidding”. Yet many do not know very little! What a waste when the Header Bidding is the latest innovations of the advertising technology.
Since the introduction of RTB, the header Bidding represents a new opportunity for publishers and the entire ecosystem of digital advertising to flourish.
Many of the solutions in the field of adtech, and it is really difficult to understand how each one works and fits into the existing ecosystem. The information is there, but scattered all over the Internet. Today we met the key to creating a handy guide to demystify the Header Bidding server-to-server S2S.
In this guide, you will understand in depth the fundamentals of Header Bidding server side, making it an important innovation, how to implement it, its implications and more.
Get to the bottom, here are 5 sections we will distill:Part 1: What is the Header Bidding S2S?Part 2: What is the importance of the Header Bidding S2S?Part 3: How to implement the header Bidding S2S?Part 4: What are the implications?Part 5: What do we recommend?
Let’s start with the most basic question:
Part 1: What is the Header Bidding S2S?
first define the “Header bidding”, the term itself refers to the unified auction conducted by publishers outside their primary ad server. This allows advertisers to select the most favorable impressions and the highest priority by offering a “first look”.
Before the introduction of Header Bidding; advertising space were auctioned and shipped only when the advertising space locations were loaded on a web page. When someone visits a website, direct deals were served first since they occupied the highest priority in the ad server.
Why? Because direct deals guarantee a certain number of impressions to advertisers at a premium selling price. Thereafter, if a visitor generates enough page views on the website so that the frequency of direct deals is exhausted, the ad server down to the programmatic line items, accessing an RTB environment or a multitude advertisers offer their ads.
Today most publishers continue to run their ads on a Waterfall model, but this approach is far optimize advertising inventory of the publisher. The Header Bidding is bidding that takes place outside the ad server and specifically on the header of the web page loading is well above all on the page. You’ve probably heard of the header of web pages since they generally contain metadata on the page, used to call scripts … that’s why they are the ideal location to insert a script capable of conducting an auction.
Once the user accesses the site, the script runs when the latter unwraps, he calls to the server. Thereafter, the server queries to partners SSP requests simultaneously which, in turn respond with a bid price, the server sorting and selects the winning bid. Then the server sends the response to the site, then the site transfer the response to the Ad Server which loads the line item for that bid. And lastly, the Ad Server call good banner with the SSP who won in the auction. From there, the SSP offering the best price Bid wins the auction. This process continues until all the impressions are sold.
Now that we have defined the Header Bidding, it is important to distinguish the two types of existing technologies:
Header Bidding Client Side
Header Bidding Server Side
Both employ a unified manner and simultaneously to different partners or sources of requests. The difference between the two is that the CS Client Side / Side Client, the tag is integrated into the user’s browser, while S2S Server to Server / Server Side is done on the server. The user’s browser to call up a maximum of 10 partners, while S2S can connect to an unlimited number of applications partners.
The beauty of the Header Bidding is that publishers get the best deals from all sources of demand at face value.
Part 2: What is the importance of the Header Bidding S2S?
The Header Bidding is of unique importance for advertisers and publishers. Why?
1. Increased revenue for publishers:
In the RTB model Waterfall, each demand partner naturally had a corresponding line item in the ad server the publisher, and therefore each of them had a different priority. By this logic, if the first partner in the sequence does not buy the feeling, it switches to the second, then the next and so on until someone buys it or at worst, until it is transmitted to Google AdSense and other ad networks with low incomes.
Typically, each partner application is configured with a different price floor. The price continues to fall in cascade. This approach has proved ineffective for both players in the industry, advertisers and publishers. With Header Bidding S2S each impression is sold simultaneously to an unlimited number of application partners even before the ad server the publisher is called. The advertisers this time not only have a look at each impression, but a “first look” that was not possible before.
Now publishers can finally sell their advertising inventory in order to get the best price by connent to an unlimited number of partners and putting them at the same level to determine the true value of each impression bringing an efficiency that was just ” impossible ” on the Waterfall model.
The biggest impact on publishers is a significant increase in revenues. Today, reported an increase of 20 to 60% on income for users Header Bidding. The Header Bidding side waiter arrives with the promise to solve the latency and scalability issues thus allowing to improve the user experience and publishers to call an unlimited number of purchasers partners: SSPs / Exchanges which was previously limited to ten .
2. premium inventory to advertisers:
As for advertisers, they now have access to an inventory “premium” previously only available via direct deals with publishers. Advertisers can finally have a real overview of the impressions of an editor, not just one that were unsold in the model of RTB Waterfall.
RTB has a negative connotation often associated with poor quality of prints. This is true because the majority of impressions were available at the bottom of the waterfall. The publishers have not been able to use their partnerships with PHC; instead of used as the primary ad server, publishers have made the mistake of relegating them to line items at the bottom of the ad server.
The Header Bidding server side represents a giant step in the evolution of showing ads, unlimited application partners can now have a first look at inventory.
Part 3: How to implement the header Bidding S2S?
In this part we will discuss the two main topics of HBSS implementation:
1. Choose partenairesde requests:
Having high-demand partners is the key to maximizing revenue through the Header Bidding, which directs us toward favoring the server side to the client side. As a publisher, if you already have suppliers, recibleurs, Ad Exchange, and SSP you are able to add them as application partners Header Bidding.
2. Configure the ad server:
The Header Bidding side waiter arrives with the promise to solve the latency and scalability issues thus allowing to improve the user experience and publishers to call an unlimited number of purchasers partners: SSPs
/ Exchanges which was previously limited to ten.
When implementing your Header Bidding server, it is imperative to distinguish the two protocols operating in the market.
Open Solution Source: Technology initiated Prebid.org, it allows publishers to set their solution tailored depending on the features that suit them.
Encapsulation solution owner: the owner encapsulation solutions offer publishers a simplicity and ease of use. Many of you have relied heavily on closed systems such as Google and Amazon EBDA but all this at the expense of transparency, control, flexibility and cost.
This is why the choice of configuring the ad server and implementation of the S2S Header Bidding is crucial and important.
Part 4: What are the implications of the Header Bidding S2S?
The Header Bidding Server Side has two problems:
1. Faible Cookie Synching:
Today publishers are afraid to lose their cookies and no longer match with advertisers. Since the location buyers rarely buy programmatic ads without knowing who they target at the other end, this problem can affect the ability of publishers to monétiser.Le Header S2S Bidding takes place far from the browser but rather to within a third server based on user synchronization between the third server and the different demands of partners. Therefore, it is more difficult for advertisers and publishers to synchronize to the identity of the user.
2. Low transparency:
The Header Bidding S2S no longer delivers the transparency sought by publishers. The auctions are held within a third server is essentially a black box for publishers, which means they can not confirm the cost of revenue sharing or the logic of prioritizing application of your structures technology partner.
Part 5: What do we recommend?
We recommend the hybrid solution THBS ” Transparent Bidding Server Header ” of Adlive combining Header Bidding S2S and Customer.
1. A significant reduction of latency:
We do agree that if you, as a publisher, you need each time to add additional tags at the expense of the speed of your bidders you create a source of latency in loading of your pages. The Header Bidding S2S works through a minimal implementation for the publisher and ensures that all offers be submitted simultaneously to a server that automatically reference the highest winning bid in the ad server, reducing latency, improving reliability , hence increasing your income.
In short ? THBS improves latency issues by moving communication with Ad Exchange has an external server instead of doing everything on the user’s browser that has a limited capacity for integration.
2. Complete transparency:
THBS of Adlive relates more control in the hands of publishers, who were in the background since the rise of programmatic advertising. You can maintain direct control and increase revenue by 50%.
In short? We provide transparent reporting at the data log on auctions, including a fair auction model and interoperability. Having said that you will have an auction real-time visualization with direct access to the history of all bids. You will see exactly who wins and loses the auction.
3. Cookie Synching de 100%:
We provide proper synchronization between the application cookies partners! We provide mediation between partners. And a pairing sustained and equitable to all sources of demand. All this, thanks to our match rates cookies high users permitted by our hybrid integration that collects data from the browser.
Clear? We have developed a matching table among our cookies and the cookie ID of PHC, we do not lose contact with the browser.
4. Revenue optimization:
The Header Bidding made sure to generate a simultaneous auction for you to receive the best offers for any number of sources of demand at face value. By opening the opportunity for CSPs to participate directly in the editor auction eventually save the expensive cost of the technology provided by the various providers throughout the chain.
In short? With our THBS solution, it connects you to an unlimited number of buyers and we guarantee an increase in your income up to 40%.
Congratulations, now you know more about header Bidding S2S that most people in the industry of the Ad tech!