Header bidding is one of the hot topics in the AdTech Ecosystem! Among the various types of bidding techniques – header bidding is one of the most preferred ones. So, what makes Header Bidding so preferable? And which header bidding partners should you opt for as an app publisher?
This article will help you understand header bidding and explore the top three header bidding demand partners, particularly for app publishers.
What is Header Bidding?
Header bidding is known as one of the most advanced programmatic advertising techniques. It is also termed advance bidding or pre-bidding.
Mobile app publishers started using header bidding as an alternative to the waterfall bidding method. The aim was to offer ad space to multiple SSPs or Ad Exchanges simultaneously.
These programmatic bids sent to multiple demand partners help increase the overall yield of the ad inventory.
How does Header Bidding work?
Usually, when an app publisher offers ad inventory, the app calls out to the ad server. Direct deals made on the inventory are given priority over the programmatic ones. Then, the remaining inventory is served through the ad server in a ‘waterfall method’. Depending on the winning bid, each network is called out one after the other.
This means that when an app publisher offers ad inventory, the code calls out all the demand partners to bid rather than calling out the ad server. This entire process takes place in milliseconds. The winning bid then passes from the user’s app to the publisher’s ad server.
The header bidding allows numerous DSPs to participate in the auction while also leveraging publishers who can participate in the process.
The Top Three Header Bidding Partners for App Publishers
1. AppNexus’s Header Bidding Solution – The Maverick
AppNexus offers a free server-side header bidding solution called The Maverick. It holds a unified auction within the AppNexus marketplace, FAN, Index Exchange, and some hidden premium partners.
Unlike any other demand header bidding demand partners, AppNexus offers server-to-server integrations. It is also open-sourced and offers complete transparency as the client-side version receives all bids through Prebid.js.
2. Publift’s Header Bidding Solution Fuse
Fuse is yet another header bidding solution for app publishers. It can be integrated with a single code and only needs one-time implementation. After incorporating the tags, you can test, analyze and optimize new demand partners and explore multiple ad layouts.
Also, Fuse allows publishers to optimize demand partners in header bidding stack within a real-time setting, offer dynamic auctions, minimize page latency, and create intelligent ad sizes, ad placements, ad formats, etc.
3.YieldBird’s Header Bidding Solution QuickWrap
YieldBird offers a header bidding solution called QuickWrap. It is a highly developed single no-code tool that is exceptionally user-friendly among app owners and publishers who do not have a tech background.
Apart from being a hybrid and independent, app publishers can easily manage and optimize ad inventory.
But Is Header Bidding better than Open Bidding?
Open bidding is an alternative to header bidding that app publishers can opt for, usually when they do not get the expected results.
Header bidding directly calls out demand partners due to an integrated code on the header of the app page. However, with open bidding offered by GAM (Google Ad Manager), ads are called out from server to server. The server-to-server connection used for bidding holds auctions on Google’s ad server, not on the app’s SDK.
Multiple third-party ad exchanges can be invited to bid in real-time, wherein DSPs compete on a first-price basis on the line items. There is more competition for ad inventory, and app publishers can expect a higher ROI.
Moreover, you do not need to integrate codes or tags on your app pages and can manage the entire system with Google Ad Manager.
Hence, open bidding can offer you a better yield than header bidding.
Which One Must You Opt?
So, which is the right programmatic advertising technology that can reap maximum yield for your app? There is no straight answer to this question!
If you are trying to find an alternative to header bidding, then open bidding can be a good solution for you as an app publisher. Nonetheless, it is best to optimize ad revenue using a broader approach.
Explore various strategies and types of bidding methods to analyze what suits you the best!
Speak to an AdOps expert from AppBroda! We can help you leverage header bidding platforms and identify if you must opt for open bidding or other bidding methods. We aim to optimize your ad revenue and offer you the maximum yield for your ad inventory.
Book a free consultation with our experts today!
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