Header Bidding

[child please]

Wow, trying it out and seeing impressive results. Anyone else using it...preferably for a few months? What's the trend like?

For those that don't know what header bidding is, it works with an ad server like DFP. The call goes first to the network, who gives a real-time price for your impression before hitting DFP and AdSense/AdX. So Google still gets the last call on whether they want to beat the price, but it puts a lot more pressure on them to deliver a high CPM because it's competing on a per-impression basis rather than the CPM you enter in your ad server that is pretty much set in stone for all impressions from that partner.

I like!

[rundhc]

I've recently been getting emails from ad companies that talk about header bidding, and I've been telling myself that I need to get up to speed on it.

Is it hard to implement? do you actually use dfp? And are there any good primers out there on the logistics of implementing header bidding?

I'm gonna have to get smart on this.

[tangor]

Header bidding seems like a good deal. What’s the catch?
Beyond being a complicated setup to implement, the biggest issue with header bidding is what it can do to publishers’ page load times. Each SSP tag that a publisher plugs into its page is yet another potential source of added page latency. It’s a significant risk these days. Publishers are already larding their pages with third-party ad tags, which have slowed down Web pages and forced alienated readers to install ad blockers.

[digiday.com...]