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Video Header Bidding: Programmatic Video Advertising 2020

The Ultimate Guide to Video Header Bidding

What is Video Header Bidding? 

An online video marketing platform has dispatched video header bidding, making it the first to market header bidding for video.

Since, an underlying integration of header bidding into video platform of Playwire in December 2015, the organization’s U.S. distributed partners have seen an 85% lift in revenue when contrasting aberrant campaigns with advertisers that utilizing this technology.

As the main arrangement on the market that has direct relationship with both publishers and brands, additionally responsibility for video player technology, Playwire is extraordinarily situated to activate video header bidding technology without publishers doing anything towards the back.

How Video Header Bidding works? 

The minute the video player begins loading the page, it begins an auction among different advertisers. When the player has got done with loading and a video is ready to play, the auction has closed.

The best offer is passed to the ad server when the viewer plays the video. Perceiving the estimation of this new in-page bidding system, advertisers are inking manages Playwire as the main video player to offer the technology

Technology behind Video Header Bidding 

Technology is incorporated with the video player, instead of obliging partners to add additional code to the headers of their sites, reducing the greatest torment purpose of header bidding up to this point.

Header bidding is a programmatic technique that allows advertisers to offer to advertise on a website while that page is as yet loading. The best offer in the auction gets encouraged to the ad server when it’s an ideal opportunity to show an advertisement. That the offer is sufficiently high, the ad server can pick and serve the proper ad promptly, leading to snappy ad load times.

Header bidding is an undeniably normal method in display advertising to contend immediately and interceded demand head to head. Publishers put the majority of their demand sources for the display ads on a similar footing, permitting purchasers to begin fighting once again it before the page even loads. This empowers the publishers to see who will give them the best price for ad slots on the page. The best price wins, regardless of where it originated from.

Advantages of Video Header Bidding 

It’s been said that header bidding is hacked besides inefficiencies in the ecosystem. At this moment, those inefficiencies don’t exist in the video. Today with regards to video, it’s about conveying top-notch sight, sound, and movement rapidly. Current technologies can do that.

More revenue: In the waterfall demonstrate, the estimation of the impression decreases after some time, and there is a considerable amount of hidden revenue potential. Header bidding guarantees that the estimation of the impression is maximized. Publishers utilizing the Cedato Publisher Analytics Dashboard have entry to statistics and execution, guaranteeing a straightforward and fair process.

Less time: In the waterfall show, the general time taken to render would be the sum of the considerable number of bounces, which can keep running into many seconds. In header bidding, the auction is directed in parallel with a cut-off time. This can significantly diminish an ideal opportunity to render the ad, and enhance the user experience.

How Ad Networks are utilizing Video Header Bidding 

From a distributer’s perspective, there are two unique channels for profiting from ads on your site: You can offer the ads specifically, utilizing your salesforce, or you can offer the ads by the implication of (at times called “remainder”) utilizing ad networks and exchanges.

More often than not, the ads you offer straightforwardly are worth more than the roundabout ones. Here’s the key point – some individual users go to your site that has a great degree profitable profiles, and numerous companies will pay much more for those particular users than your inward salesforce can understand.

What is Header Bidding?

Why is header bidding becoming a hot topic? What should we know about it? Who is benefited by head bidding – the publisher of the advertiser?

Header Bidding is being adopted by supply-side platforms. In this technique, the publishers who have the inventory offer it to multiple buyers. Whenever an impression is available, it collects multiple bids from various demand sources.

Introduction to Header Bidding

Header bidding is a strategy that helps the publishers to get more revenue. Before making access to the ad server, the publisher offers the inventory to many demand sources. Header bidding is a trading tool which automatically offers inventory to demand sources before calling as a server, and it is defined.

How is header bidding different from the traditional programmatic environment?

In a traditional environment, there was limited buyer access as per order or preference and terms of the ad server.

But in header bidding, the inventory is available not to limited sources but all demand sources. This increases competition, and the best bid sent to the ad server. The buyers, on the other hand, can see the inventory and choose their desired impressions.

Header Bidding Vs RTB

Header bidding is very advantageous for the publishers as their revenue is maximized and the opportunities to democratize ad server access are also created.

Header Bidding Vs DFP

DFP is double click for publishers, advertisement software run by Google.

Header bidding was created for the publishers to have more control over impressions sold. Publishers were aware of the value of bidding for the inventory and how much the demand sources are willing to pay for the impressions.

However, there were some negative issues with header bidding for both buyers and the publishers such as publishers running multiple auctions for an impression that increases CPMs.

Google recently updated their DFP, double-click for publishers, and there seems to be no need for header bidding now. Ad tech companies and other demand-side platforms need not pay ADX tax now but can access more ad inventory.

The demand sources can now bite against direct-sold inventory. Google DFP clients can also use the ‘First Look’ tool that allows publishers to give the ad buyers the chance to bid on inventory. ‘First look’ tool was earlier offered to the only group of publishers.

Benefits of Header Bidding for Publishers

Header bidding is a technique that increases the revenue of the publisher. The main benefits of header bidding for publishers are as follows.

• The buyers who place the bids for the inventory might be interested in the inventory that the publisher has and are ready to pay a higher price.

• The chances for the publisher to fill unsold and premium inventory as more buyers are now available for them.

• Another benefit is that the publisher can know the actual worth of his inventory. He may set the lowest price for the inventory but header bidding helps to sell it for more CPM.

Server-Side Header Bidding – Biggest Technology Trends In 2020

Server header bidding technology is faster and superior to the browser header bidding. More and more publishers are going to switch over to server-side header bidding in the coming days.

Header bidding is used by more than seventy percent of the publishers. There are two types of header bidding, and these are client-side header bidding and server-side header bidding. In client-side header bidding, a javascript piece is added to the website of the publisher. From the multiple bids that come, the highest bid wins. In server-side header bidding, an ad server sends the requests.

There are some disadvantages with browser-side header bidding. With server to server connections, it is possible to call more partners at the same time. The more bid the publishers receive, the more yield for them. In server-side header bidding, the auction operations occur outside the site browser of the publisher. Page latency is reduced as only one call is required in this type of bidding. Based on the type of the business and the requirement, some publishers prefer client-side and another server-side.

We cannot, however, say that server-side header bidding is the better version of the header bidding. There are some flaws in it, and one of the biggest is that this technology decreases the cookie match rate of the publisher. The cookie rate is said to decrease to seventy percent. This may result in decrease in bids and also the CPMs the advertisers pay.

However, these are only the early days of the server to server header bidding. It is already proved that the bid density and yield of the publisher increases with server-side header bidding. A certain number of partners can be added, and it is possible to save on latency. It is not clear whether this type of bidding will guarantee more money for the publishers. It is to be seen whether server-side header bidding will bring much-needed changes or not.

Conclusion: 

Header bidding has been in the news a great deal as of late as a new technique for content publishers to optimize its advertisement inventory sold over programmatic exchanges. Header bidding has now come to video advertising also, yet obviously, there are exceptional new challenges.

The industry needs to teach itself and comprehend intriguing issues. Any element that enhances publishers’ capacity to monetize ought to be upheld on the off chance that it’s to their greatest advantage and enhances the end-user experience. Since by the day’s end, regardless of how long consumers will hold up in line, they won’t sit tight for their content to load.

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