What is Header Bidding or Unified Auction?
For Web Publishers, Header Bidding has become the most popular web publisher monetization concept since 2016. AppMonet’s founding team built Prebid.js, which is the original open source header bidding framework, and has been installed on over 30%+ of the top Internet sites (stats).
Header bidding allows a publisher to directly integrate with multiple SSPs/networks, and let them compete with each other and the ad server exchange (AdX, Mopub) on a per-impression CPM basis. Header bidding eliminates the need for pushing inventory back and forth which is inefficient and wasteful.
Because of the transparency and more efficient competition setup, header bidding has brought significant revenue lift to publishers as much as 50% (reference).
In-App parallel bidding brings the very similar concept, setup, and revenue lift to a mobile app environment. There is no more header in a mobile app environment, and instead the bidding is done by the background thread within mobile apps.
Mobile app publishers have seen a similar revenue lift after implementing in-app header bidding, ranging from 20% to 50%. AppMonet simplifies the in-app header bidding integration process for app publishers, providing services, technology, and analytics.
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How does header bidding work?
The idea is that by letting multiple demand sources bid on the same inventory at the same time, publishers increase their yield and make more money.
In the background thread, AppMonet contacts your header bidding partners.
Once all partners respond with bids or have timed out, AppMonet passes the bids as keywords to your ad server SDK.
The adserver SDK sends the keyword info, including price and bidder, to its backend auction. If the header bidding bid wins the auction, the header bidding creative will be passed back to the app and serve.
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