Header bidding is a popular technique to increase your ad revenue by letting multiple demand sources compete for your inventory. However, not all real-time bidding (RTB) partners are created equal. How do you choose the best RTB partner for header bidding? Here are some factors to consider.
The bid rate is the percentage of impressions that receive a bid from an RTB partner. The fill rate is the percentage of impressions that are filled by an RTB partner. Ideally, you want a high bid rate and a high fill rate, as they indicate a strong demand and a good match with your inventory. However, some RTB partners may have a high bid rate but a low fill rate, meaning they bid on many impressions but fail to deliver the ads. This can cause latency and waste your inventory. Therefore, you should look for RTB partners that have a consistent and reliable bid rate and fill rate.
The bid price is the amount that an RTB partner is willing to pay for an impression. The eCPM is the effective cost per thousand impressions, calculated by dividing the total revenue by the total impressions. You want to maximize your eCPM by choosing RTB partners that offer high bid prices and pay on time. However, bid price is not the only factor that affects your eCPM. You also need to consider the ad quality, the ad format, the ad placement, and the user experience. For example, if an RTB partner pays a high bid price but delivers low-quality or intrusive ads, it may harm your user engagement and retention. Therefore, you should look for RTB partners that offer high-quality and relevant ads that fit your site and audience.
Transparency and reporting are essential for header bidding optimization and performance monitoring. You want to choose RTB partners that provide clear and detailed information about their bidding process, their ad sources, their fees, and their payments. You also want to have access to real-time and granular data about your ad revenue, your ad impressions, your bid requests, your bid responses, and your win rates. This will help you identify any issues, optimize your header bidding setup, and compare your RTB partners. Therefore, you should look for RTB partners that offer transparent and comprehensive reporting tools and dashboards.
Integration and support are crucial for header bidding implementation and maintenance. You want to choose RTB partners that are compatible with your header bidding solution, whether it is a prebid.js wrapper, a server-side solution, or a hybrid solution. You also want to have a smooth and easy integration process, with clear documentation and guidance. Moreover, you want to have a responsive and helpful support team that can assist you with any technical or operational challenges. Therefore, you should look for RTB partners that offer flexible and seamless integration options and quality customer service.
Reputation and compliance are important for header bidding trust and security. You want to choose RTB partners that have a good reputation in the industry, with positive reviews and testimonials from other publishers and advertisers. You also want to avoid any RTB partners that are involved in fraud, malvertising, or other unethical practices. Furthermore, you want to ensure that your RTB partners comply with the relevant laws and regulations, such as the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the Children's Online Privacy Protection Act (COPPA). Therefore, you should look for RTB partners that have a proven track record of quality and integrity and follow the best practices of data protection and privacy.
Choosing the best RTB partner for header bidding is not a simple task. You need to evaluate multiple factors and compare different options. However, by following these tips, you can make an informed and strategic decision that will boost your ad revenue and enhance your user experience.