Header Bidding and Open Bidding (Ad techniques)

Header bidding

A method wherein several ad exchanges can compete for the publisher's available ad space without first calling the ad server. Both client-side (i.e., browser-side) and server-side implementation options are available. The major objective is to reach more demand sources than with the conventional waterfall method and hold the auctions in an effective and transparent manner. Both approaches have advantages and disadvantages. Publishers can now select from a variety of header bidding demand partners and use managed, proprietary, or open-source wrappers to speed up the procedure.

Advantages:

1. Prevent Page Latency

2. Simple Implementation and Operation

Open Bidding

Google's server-to-server technology called "open bidding" enables publishers to invite numerous outside ad exchanges to compete for their inventory. In a process known as dynamic allocation, real-time bidding takes place, and demand partners compete against Google's Ad Manager line items on a first-price basis.

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