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Know your auction, Hot Topic: Header Bidding, Feb 2017


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Felix Zeng presentation at Hot Topic: Header Bidding in New York, NY, Feb 2017

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Know your auction, Hot Topic: Header Bidding, Feb 2017

  1. 1. Header Bidding Within The Traditional Waterfall Felix Zeng 2/7/2017
  2. 2. • Intro • Benefits of a traditional waterfall • Melding waterfall with header bidding • Thoughts for publisher trying to balance header with the ad server waterfall Agenda
  3. 3. • Business development lead to choose the header partners to onboard • Member of the team to choose the header wrapper • Member of the team who work on programmatic yield and optimization A little bit about me
  4. 4. 4 Benefits of a traditional waterfall Guaranteed Fix Price • 100% SOV commitments to buyers are met • Highest CPM with no middle men Premptible Fixed Price • Fixed prices act as a second price Premptible Variable Price • Fill
  5. 5. 5 Melding waterfall with header bidding Guaranteed Fix Price • Ad ops team to optimize performance and delivery for direct campaigns. Premptible Fixed Price • Continue to sell at fixed prices to increase competition. Header bidding shouldn’t be your only sales strategy. Premptible Variable Price • Header supplements open exchange but floors need to be set. Guarantee d Fixed Price Header bidders
  6. 6. • 80/20 rule for new partners. Focus on the few partners who generate the most revenue. • Reducing latency will increase traffic but also, faster partners will have more bids and make a bigger impact. • Don’t be afraid to ask for the more revenues at a lower timeout. Helpful thoughts for publishers
  7. 7. It’s amazing out there. 7