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IN HEADER BIDDING
March 2016
TABLE OF
CONTENTS
3 Introduction
What is header bidding, and why is it important today?
8 Learn about typical short- and long-term goals in header bidding and define
what success means to your organization.
Lesson #4: Define Who is in Charge and of What.
14 Thinking about whats next, all publishers (even those without header bidding)
should understand what wrapper tag solutions mean to the digital advertising industry.
2 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
Amidst all the major headwinds
in the digital media and advertising
world, the subject of header bidding
has been persistently at the heart of
many industry conversations.
3 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
While the technology behind header bidding is not new and
is already used by hundreds of premium digital publishers,
its caught on in recent months for three key reasons.
1
Publishers have reached a
2
Media buying behavior has
3
Given the constant shifts in
tipping point in header bidding changed dramatically over the the publisher and advertiser
adoption where fill rate, CPM past several years. The old ways landscape, the digital media and
and revenue gains from the of Mad Men-style, relationship- advertising trade publications
solutions are now proving to driven, insertion order (IO) have caught onto the topic. The
outweigh implementation costs. ad sales are being replaced by buzz is almost on par with that
This is important because, targeted, scalable, automated of social media approximately
today, publishers are playing buying. As agencies search for a decade ago. The topic is
in an increasingly competitive the highest-quality inventory to also hot because header
environment, vying for consumers meet their advertisers campaign bidding isnt a straightforward
attention across platforms and goals, header bidding allows them technology. Discussions raise
devices, and competing against to access and bid on all available significant debate on its efficacy,
nimble Internet companies, such inventory, at significant scale. In implementation complexity and,
as social networks and content practice, many buyers often favor more broadly, questions of whether
aggregators that attract a large and prioritize publishers that offer this is the evolution of digital
percentage of time spent and header bidding, because buyers advertising.
ad spending. Publishers need to may have more opportunities to
identify new ways to monetize their access guaranteed impressions on
digital content and evolve their those publishers sites.
advertising strategies.
We, at PubMatic, have spent the last several years developing a leading header bidding solution, called
Decision Manager. In this paper, we seek to share what weve observed in header bidding over the past year
and what trends will drive innovation in media buying over the next several years. Specifically, we detail:
How can publishers make the most of this approach to advertising sales?
What role do technology partners play in this endeavor?
And finally, how can the industry collaborate to drive innovation through
header bidding and promote growth for all industry constituents?
Keep reading for five of the industrys lessons learned in header bidding over the past year.
4 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #1:
Understand if Header Bidding is Right for You.
When a publisher decides to adopt a header bidding Below, weve put together a set of standardized pre-sale
solution, its tempting to jump into the process on day and pre-implementation questions (with simple yes or
one. After all, the digital media and advertising industry no answers) that both strategic and technical teams at
was founded on a test and learn approach to all new a publisher should ask themselves before implementing
products and technologies. However, that can be risky header bidding.
given the numerous factors involved in header bidding
implementation.
1. Are you struggling to sell out 4. Do you have sufficient 6. Does your company sell
your digital ad inventory (both development and ad operations a mix of direct and indirect
direct and indirect)? resources to take on a new inventory?
Yes one- to two-month project? Yes
No Yes No
No
2. Do you have a large percentage 7. Are media buyers often looking
of impressions going to 5. Do you have members of your for better access to your
remnant or house ads? team who understand ad higher-quality, guaranteed
Yes serving and have experience inventory?
No working with ad decisioning? Yes
Yes No
3. Does your site traffic show No
major fluctuations where
inventory sometimes goes
unsold due to lack of demand
& fill rates are below average?
Yes KEY: Yes: 1 point to header bidding; No: 0 points to header bidding
SCORING: 4 or more points and you should strongly consider a header bidding solution
No
EXTRA CREDIT:
Setting a Baseline for Performance (If you can answer these, youll be in much better shape when measuring your
header bidding performance.)
8. What is your current priority setup in your ad server?
9. What are average CPMs and fill rates for your demand partners?
10. Do you have any other header bidding solutions in place, and if so, how are they performing?
5 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #2:
Heed Expectations and Understand the Potential Pitfalls.
1
While header bidding isnt a new
2
Publishers must understand that
3
Because header bidding is code
technology in the marketplace, its header bidding is not a plug-and- on page, success can depend on a
a new marketing tactic for many play, automated solution. Success publishers site traffic. Gains from
publishers. Therefore, most publish- requires dedication from operational header bidding will likely emerge most
ers require significant education and and technical teams in utilizing avail- notably when a site experiences traffic
consultation to learn how to audit able tuning controls, followed by care- spikes that attract higher volumes of
their ad server line items and allocate ful, meticulous analytics and report- inventory demand. An example of this
inventory to an increased number of ing to optimize on these campaigns. is when a news site reports on a sud-
demand sources delivered by header Lesson #4 details the key role players den, major news story, and creates in-
bidding. Publishers with a higher level on both the publisher and tech partner ventory demand or fluctuation peaks.
of understanding into ad serving tac- sideand their respective responsi- In this instance, header bidding brings
tics will experience a flatter learning bilitiesrequired for effective imple- more demand sources to the publish-
curve and see positive results sooner. mentation. While manual efforts are er, resulting in higher fill rates, CPMs
required from publisher teams, leading and revenue than without a solution
header bidding solutions will provide in place. And while these fluctuation
the toolsespecially in tag perfor- peaks might only come once a week
mance optimization, price setting, or month, incremental improvements
analytics and reportingto empower should be carefully tracked through an
those individuals and set them up for integrated analytics and reporting plat-
success. form. The highest-performing header
bidding solutions are optimized for
the unpredictable ebbs and flows of a
publishers site traffic.
6 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #2: CONTD
Additionally, there are differences in implementation There is a significant risk, especially for smaller publish-
success depending on the size of publishere.g. large ers, that implementing header bidding at the wrong
publishers (i.e. approximately more than 500 employees time could entirely consume a publishers technical
and/or 10 million monthly unique visitors) versus small resources. Put simply, header bidding entails a challeng-
publishers (i.e. approximately less than 500 employees ing implementation process that some publishers may
and/or 10 million monthly unique visitors). Larger pub- not be prepared for. While header bidding might be part
lishers with more technical resources and more unsold of the inevitable future of digital advertising with the cur-
inventory are often better positioned for header bidding rent tools in-market, it may not be for everyone just yet.
implementation. Those with less direct-sold inventory (as We saw the same dynamics in the early dot com days of
a percentage of total inventory sales) are also better po- the Internet when companies got ahead of their business
sitioned for header bidding, because header bidding can models and monetization strategies.
create direct channels where they didnt previously exist.
Regardless of the type of publisher, large or small, it is
Smaller publishers, on the other hand, might need more imperative to conduct a preliminary audit of their de-
consultation to effectively implement a solution. This mand sources to fully understand how they are currently
steepens the learning curve in header bidding and might allocating impressions prior to implementing header
drain an ill-prepared publishers resources until the im- bidding. This pre-implementation preparation helps set
plementation is completed. However, for smaller publish- expectations in both the short- and long-term.
ers looking to expand their advertising efforts in order to
compete with the much larger media companies, header
bidding could help attract major media buyers to smaller
niche sites.
7 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #3:
Set Both Short- and Long-Term Expectations in Header Bidding.
Before embarking on a header bidding implementation In the short-term, priorities should be around setting up a
process, all parties must reach an understanding of sustainable, low-touch process, where publisher-side tech-
expectations and desired goals. The pre-implementa- nical staff understands how to manage their ad server line
tion questionnaire from Lesson #1 should help in this items. This allows a publisher to identify higher bids from
endeavor. Obviously, given the numerous factors that the increased number of demand sources. This might have
determine if a header bidding solution is right for a a positive impact in the short-term on fill rates (to sell more
publisher and how it should be integrated, expectations previously unsold inventory) and reduce passbacks on bids
for results might vary dramatically as well. In most digital that were not filled. Pricing may also increase significantly
campaigns, there are a typical set of publisher goals in the short term as demand rises. In the medium term, this
around yield performance (e.g. impact on fill, win rates might also lead to a stronger relationship between buyers
for bidders, CPMs and revenue) and site performance and sellers and, given that trust, potentially agreeing to
(e.g. latency etc.). In header bidding, these goals are the higher-value private marketplace (PMP) deals.
same but vary based on timeframe, i.e. short-term versus
long-term.
8 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #3: CONTD
In the longer-term, the header bidding process should get learn how to better price inventory. Essentially, higher
easier. Once data is collected from post-implementation, bids are incorporated into bidding algorithms, which
rules can be created on the ad server side to automate drives the winning bid price up. Sellers learn how to
more of the decisioning necessary to deliver on increased manage the pricing of their auctions more effectively.
demand coming in. Similarly, publishers can reduce reli- Over time, this will drive revenue growth, making all of the
ance on tech partners as they further integrate within technical implementation worth the time
their back-end systems. One example of this is server-to- and investment.
server integration, which is when a header bidding tech
partner leverages its owned-and-operated servers to host The end goal in all this technical setup should be to cre-
ads served using its header bidding solution. This empow- ate a foundation for ad buying that allows media buyers
ers publishers in new ways by allowing them to manage to access a publishers entire ad inventory and buy any
the entire header bidding process on their end. inventory that meets a buyers campaign objectives, such
as reach, demographic or geographic targeting, specific
In terms of long-term results, header bidding should lead formats, etc.
to higher overall CPMs, as the both buyers and sellers
9 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #4:
Define Who is in Charge and of What.
When implementing a header bidding solution, publishers and technology partners need to define the roles and
responsibilities of team members on both sides. Heres a quick chart of the role players necessary to successfully
implement a header bidding solution.
Figure 1: Tech Partner- and Publisher-Side Roles for Header Bidding Implementation
Sales Contact Publisher Development Manager Tech Partner Day-to-day account manager on tech
Customer Success Manager partner side for publisher account
10 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #4: CONTD
Once a team is assembled, its important to understand how team members interact with one another.
Figure 2 outlines a diagram of the entire header bidding implementation process. Publishers interested
in header bidding should follow these phases to guide their approach to integration.
Figure 2: Phases of Header Bidding Implementation with Tech Partner & Publisher Roles Defined
TECH
PARTNER SALES SALES TECHNICAL TECHNICAL TECHNICAL SALES SALES
CONTACT ENGINEER ACCOUNT MANAGER ACCOUNT MANAGER ACCOUNT MANAGER CONTACT ENGINEER
PUBLISHER
PROGRAMMATIC AD OPS ENGINEERING ENGINEERING AD OPS ENGINEERING PROGRAMMATIC
SALES LEAD LEAD LEAD LEAD LEAD LEAD SALES LEAD
After understanding the general timeline and phases of header bidding implementation, key technical staff
members need to understand their day-to-day roles in integrating and testing a solution. Figure 3 details how
tech partners and publishers work together in a continuous process to: add header tag code to sites, run auc-
tions and track performance, set line items in the publisher ad server and finally track bids.
Figure 3: Detail into Header Bidding Implementation Cycle, Technical Roles & Common Friction Points
Friction Points How to Fix
Sponsorship
1 http://www.website.com 3 Pass win response, bid,
creative tag
<DM Script/>...
Campaign A Run Auction & Check
Ad call to DFP Rules/Floors
2
Advertisement
Campaign B
with PubMatic bid Site Settings
Campaign... 4 $7.25
CPM
Direct Campaign Data
Standard
Decision
5 DFP Responds
<DFP TAG/> PubMatic Platform
Though much of the above is simplified and was able to teach its customers to build their
Too few Lower
bids price floors may look easy, its not. However, technology own furniture, leading software companies are
coming and reset
through? line items partners are here to help publishers learn, test in a position to educate and drive innovation in
and succeed through all of these steps. In the digital media.
same way Swedish furniture company, Ikea
11 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #5:
Test, Test and Then Test Again.
1
A first key step to post implementa-
2
Publishers should also be open to
3
No publisher should sacrifice la-
tion testing is to open communica- a reset of success metrics or key tency when implementing a header
tion and agree to data sharing. Both performance indicators (KPIs). bidding solution. Consumers are
publishers and tech partners should CPMs tend to fluctuate naturally over more critical than ever when it comes
agree on short- and long-term goals, the course of a year, with a variety of to site load times, especially on mobile
and publishers should share relative factors determining average levels. devices that might have low-band-
performance information (i.e. all bid Therefore, price alone may not be the width connections. Therefore, when
performance from the entirety of its in- best metric to track success. In this analyzing latency during the post-
ventory) with tech partners to allow for increasingly competitive digital media implementation phase, it is important
more holistic optimization. To some, environment, a reset of metrics should to measure the bid response latency
this may seem like data leakage, but be considered. Basically, a holistic and creative latency separately. Bid
having full transparency over a pub- view is necessary in order to optimize response latencyor the ad tag load
lishers performance data is the only on header bidding. Publishers need timemight have an impact on
way that a tech partner can accurately to track price, fill rate, bid rate (i.e. whether inventory is monetized. This
set price floors to increase win rates the number of bids coming in from can be tested and adjusted with a tech
(i.e. the percentage of times a buyer buyers) and win rate and analyze why partner. Its also important for publish-
wins a bid) for bidders. This is similar each might be over or underperform- ers to test timeout settings as timing
to an auto mechanic needing to open ing. For example, if a bid rate is high out might lead to lower win rates, and
the hood or keeping your car overnight for one buyer, but its win rate is low, a thus lost revenue opportunities. For
to see whats wrong with your car. The publisher needs to understand if this example, if bids are timing out after
key is to work with trusted technology interested buyer is having issues or 500 or 800 milliseconds, a publisher
partners with track records of success. just bidding too low. Another example should try to adjust latency to cap-
might be to optimize for a certain ture those bids. On the other hand,
buyer if both its bid rates and win rates if enough bids are coming in under
are consistently high. The best way to 300 milliseconds, a publisher can cut
track these metrics is through in-depth all bids after that time and improve
reporting capabilities, coupled with latency for the consumer.
strategic consultative services to guide
these strategies.
12 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
THE FUTURE:
Whats in Store for Header Bidding in 2016?
While the past year in header bidding has been both exciting
and uncertain, the next twelve months are shaping up to be
a momentous year for advertising technology.
Wrapper tags are a major development that will impact not only header bidding, but also the way in which publishers
typically collaborate with technology partners. In short, a wrapper tag is a single tag that encompasses multiple
header tags. Publishers often implement wrapper tags to save engineering resources from having to implement
individual header tags. Essentially, these tags allow publishers to update header tags without having to touch site
code, creating operational efficiencies. As an added efficiency, wrappers also allow for consolidating line item setting
in the ad server. By setting common line items, header tags within a wrapper can also load asynchronously.
New developments are also emerging in ad serving. Manager) are compatible with all other setups, other
As previously mentioned, server-to-server integrations solutions are not. This dichotomy between open and
allow publishers to better control their header bidding closed solutions forces publishers to decide between
setup and leverage a tech partners proprietary servers taking control of its ad operations or ceding partial
to increase performance and reduce latency. Many new control to tech partners. While this might be not have
ad server solutions are emerging that cater to specific short-term ramifications, in the longer-term, ceding
needs of different publishers and reduce inefficiencies control of ad operations puts a publishers digital
caused by legacy ad server setups (e.g. waterfalls). assets at risk. To avoid these risks, as previously stated,
For larger-scale publishers, custom ad servers help publishers should only engage with trusted tech
make the ad serving process easierfor example, by partners.
integrating newer formats, including video, mobile,
connected TV and native, into a single ad server. For One fact remains true, however, that every publishers
smaller publishers, this could allow them to scale to primary objective should be developing meaningful,
new levels in an increasingly multiplatform world. engaging content experiences for its audiences. At
PubMatic, we understand that, which is why we are
Both wrapper tags and server-to-server solutions carry proponents of technology platforms driving innovation
some potential risk. Different solutions might not be among publishers, so they can focus on creating
compatible with each other. For example, while some compelling content for all of us.
header bidding solutions (including PubMatics Decision
13 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON 6:
Prepare for Wrapper Tag Solutions in 2016
14 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
LESSON #6: CONTD
15 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved
About PubMatic
PubMatic is the leading marketing automation software consecutive year in 2015. The company has offices
company for publishers. Through real-time analytics, worldwide, and is headquartered in Redwood City,
yield management, and workflow automation, PubMatic California.
enables publishers to make smarter inventory decisions
and improve revenue performance. Focused on serving PubMatic is a registered trademark of PubMatic, Inc. Other
the needs of premium publishers, PubMatic inspires buyer trademarks are the property of their respective owners.
confidence by providing flexibility in audience discovery
and planning media campaigns through its Media Buyer Copyright 2016 PubMatic, Inc. All Rights Reserved.
Console and APIs. The companys marketing automation This document is protected by copyright and international
software platform provides a global roster of comScore treaty. Prior to publication, reasonable effort was made
publishers with a single view into their advertiser to validate this information, but it may include technical
relationships across every screen, every channel and inaccuracies or typographical errors. Actual benefits or
every format. PubMatic was ranked by Deloitte as one of results achieved may be different than those outlined in
the fastest growing companies in the US for the fourth this document.
PubMatic Contacts
BILL SWANSON
Vice President, EMEA
bill.swanson@pubmatic.com
JASON BARNES
Vice President, Asia Pacific
jason.barnes@pubmatic.com
Sources
article/481815/)
3
AdMonsters, 12/7/2015 (https://www.admonsters.com/blog/meeting-header-tags-head)
16 Lessons Learned in Header Bidding 2016 PubMatic, Inc. All Rights Reserved