Real-time bidding is an important part of the modern programmatic advertising process. In a nutshell, programmatic advertising and real-time bidding ensure that consumers receive relevant, targeted advertisements as soon as they click on a webpage. Plus, they enable advertisers and marketers to bid for publishers’ ad inventory through a near-instantaneous, automated bidding process.
Programmatic advertising uses different automated tools and algorithms to automatically bid on, sell, and place advertisements on ad networks. This exchange is usually facilitated via /DSPs and /SSPs. However, client-side header bidding partnerships also exist.
Real-time bidding takes place between these platforms and parties. In essence, an advertising publisher — such as a website with ad inventory or space to display advertisements — puts out the ad inventory and receives bids from marketers or businesses. The business that puts forward the highest bid wins the ad slot. The winning bid’s ad shows up on the publisher’s webpage via the publisher’s ad server.
All that happens in just seconds and leads to an instant ad impression. Even accounting for personalization and targeted advertising, it happens in milliseconds every time a webpage opens up in a user’s browser or app.
Header bidding wrappers help to organize and streamline the real-time bidding process and the monetization of ads. They request bids from demand partners — this is helpful so businesses and marketers don't constantly have to watch for new ad inventory to open up. Instead, this happens largely automatically and instantly, thanks to header bidding wrappers.
Header bidding partners also set the rules for programmatic auctions to ensure the publisher gets as high a price for ad inventory as possible. By setting rules, it ensures that bidders have enough time to get to the auction and place their bids. The more bids that are placed, the more money an ad publisher can expect to make since competition usually drives the prices up.
There are several types of header bidding wrappers that your organization may use throughout the real-time bidding process.
Any of these header bidding wrappers can work for your ad ops team’s needs. However, you should look into the different wrappers available to you and your overall budget before making a decision. Try to find a bidding wrapper that has excellent reviews, as well.
There are lots of benefits and reasons to use this ad tech for your marketing and real-time bidding efforts.
For starters, header bidding solutions give demand partners an equal opportunity to bid, improving the profit that an ad network or publisher can expect to make. Bidding wrappers can also integrate with multiple adapters, allowing for easy ad demand management. In other words, it minimizes the human effort or labor involved in the process.
Header bidding wrappers also enable asynchronous auctions. Wrappers call all the demand partners simultaneously, then create a unified and streamlined auction environment. Users don't have to wait for advertisements to load in order for the rest of a webpage to load as a result.
On top of that, header bidding wrappers come with the ability to set universal timeouts. This prevents slow demand partners from slowing down or freezing the bidding process, which can have adverse effects on your webpage, your customers, or the targets for your ad ops campaigns.
Lastly, header bidding wrappers also enable integrated analytics. Most header bidding wrappers can report data or results in real-time, such as win rate, CPM, ad revenue, and much more. All of that is incredibly valuable for marketers and ad publishers alike.
Header bidding wrappers do have some potential disadvantages.
For starters, they are complex. It can take a lot of time and effort to understand how these wrappers work and how to set them up properly. If you set them up improperly, you’ll have wasted time since they won’t provide any of the above benefits.
Furthermore, setting up a header bidding wrapper takes a lot of effort from each individual vendor for optimization. Vendors like Amazon, Index Exchange, and Prebid all need to optimize set-up for an ideal user experience. Therefore, if you ever want to change your header bidding wrapper provider, you’ll have to spend even more time on this process.
Lastly, you can run into something called demanding compatibility. If your wrapper just doesn’t work with a demand partner, you’ll have to set up auctions and bid rules for them separately and independently, adding to your workload.
In that way, they’re similar to AdQuick: your one-stop shop and media campaigns, ranging from billboards to and more. With AdQuick, you'll be able to better purchase and manage your billboard ads and other out-of-home media, so .
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