At the latest Ad Monsters Tech Forum, I had the opportunity to present on header bidding. The presentation was, “Header Bidding: From Hack to Holistic Approach” and was a lot of fun to put together and share with the group.
With so much great information out now about this tech, my aim was to touch on some things I hadn’t seen covered in depth at other events. One of those areas was attempting to clarify auction mechanics and some specifics around the different components of the auction.
(Unlocking the mystery of header bidding … in reality, the room was just super dark)
The presentation touched on:
- Why this tech has grown so quickly
- Header-Bidding auction mechanics
- Latency and how to approach it
- Price flooring and why it’s critical
- Best practices: level up
- What’s next for header-bidding?
If you’re interested in the presentation, you can download it here.
A few notes about the slides:
- Big shoutout to Cory Wheeler and AJ Okereke of Graphiq.com. Both graphics you see in the presentation come (with permission) from their awesome research. Slides 12 and 18.
- Slide 6 isn’t meant to throw gasoline on the Google vs. everyone fire. In the presentation I pointed out that Google is actually still our largest partner and the rise of header bidding was largely due to Google’s competitors attempting to counter a perceived advantage of dynamic allocation and compete for more inventory. Those points are further touched on in slide 7.
- The formulas on slides 21 and 22 weren’t presented in session. In general, going over formulas is a great way to have your audience sprint out of your presentation in droves but I included them because I recommend making sure they are part of your header optimization process.