For an imperfect technology, header
bidding had a big year in 2016. Over 40 percent of the comScore 200
adopted header based technologies.
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eCPMs improved, but new partners meant
new costs. These included increased page latency, and a corresponding
decrease in average page views per session. Tech ops budgets increased
significantly, and an untenable strain was placed on ad servers as the
amount of line items they managed continued to multiply. In fact, due to
the complex ad server configurations required for handling multiple
partners and buys, some publishers even saw disruption in their directly
sold campaigns.
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Enter server-to-server biddingCompanies from Sonobi to Amazon are now offering this solution that drives yield, while fixing some of the egregious design flaws that exist with browser-based wrappers.
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While header bidding has made quite the
impact, the industry needs to step back and understand that the wrapper,
as commonly implemented today, is poorly designed. Header bidding was
developed by publishers’ programmatic teams, but these browser-based
executions are affecting the value of their consumer product. A
server-to-server model is a better path to drive more yield through the
header while protecting the most important thing in media: the
relationship between reader and content.
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