icon-plus Article
March 31 2016

Header Bidding: Don’t Believe The Hype

Why should you read this article?

Because header bidding isn't (the only) answer.
Maya Lawrence

Header bidding — also known as pre-bidding, advance bidding, holistic yield management and even “tagless integration” (even though it requires tags to function) — can be a great way for publishers to maximize the sale of unsold inventory left over from guaranteed campaigns and programmatic deals. But the technique is not all that it seems, and publishers should not expect it to maximize inventory revenue.

Smart AdServer’s Country Manager for the U.S., Romain Job, explains in which cases header bidding is a good alternative to waterfalling, and when you just shouldn’t believe the hype. Check out the feature article in full on Adotas.com.

 

Related news

Article April 24 2018

Standing Up to GAFA With a Universal ID

DigiTrust and its single token ID may be the best way for publisher and ad tech vendors to stand up to GAFA. Read all about the consortium and Smart’s involvement.

Video October 12 2017

Let’s Talk Quality and Ads.txt

What do premium publishers demand partners have to say about ads.txt and the importance of quality inventory? Find out in this video from Dmexco 2017.

Article September 29 2017

Ads.txt: Adopt or Be Blocked

Publishers who don’t implement ads.txt are being blacklisted by the buy side. Our advice? Implement it now so you don’t have problems later.

  • Did #programmatic as we know it end with #GDPR? Learn more in this Exchange Wire article: https://t.co/CoRs2eT26Z
  • A publisher’s #FirstPartyData is its most valuable asset. Build an exclusive marketplace while keeping data safe an… https://t.co/AvuuHS2Gpa
  • Don't speak #GDPR fluently yet? Learn it in this guide! #publishertech #adtech https://t.co/0mYlQBJKp1
  • Still confused about #headerbidding? We've made it easy! Check out the blog post for the essential definitions:… https://t.co/uzA1qi9FDS
  • First party data is valuable because it gives deep insights into user behavior and brand relationships. PII must be… https://t.co/cVrp69A26A