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Header bidding has been there for quite a while already, but apparently many things stay unclear. The advantages of this approach have been covered elsewhere, in this article we would like to deal with both its real and imaginary downsizes. Here they go: Latencies: yes, open bidding increases page load …
“In order to help simplify programmatic for our partners, in the coming months we’ll start to transition publisher inventory to a unified first price auction for Google Ad Manager” – states an announcement by Google’s Group Product Manager Sam Cox published Google at the very beginning of May. “By switching to a …
The ultimate goal of online advertising from a publishers angle is a certain level of revenues, “certain” meaning at least high enough to cover the costs and secure a safe margin. While it may sound obvious, it is not always that easy to tell the impact of changes like adding …
It is not new that header bidding is a multifaceted concept and publishers can use either open solutions like prebid.js, often in cooperation with 3rd parties, or not-that-open ones, like wrappers offered by certain SSPs providers, Pubmatic or Index Exchange for instance. While both approaches have their obvious pros and …
In February 2019, a marketing analytics company WARC released their Global Ad Trends report pointing out a significant domination of Google and Facebook in the industry. The research predicts that Google and Facebook’s combined share of internet ad spend in 2019 will reach 61.4% of the global online ad market. While those two are …
