A Publisher's View Into Header Bidding, Digiday Publishing Summit Europe, October 2016

•

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This document summarizes an interview between Marc Grabowski of Criteo and Nat Poulter of MailOnline about header bidding. It discusses how header bidding works by allowing multiple SSPs to bid simultaneously in a header auction rather than a traditional waterfall. Nearly half of UK publishers have adopted header bidding and Criteo's top publishers have also adopted it, seeing great returns. However, there are still questions around whether the benefits will remain as buyers adapt, and if header bidding will truly become an industry standard or remain a disruption.

Marketing

In Conversation with MailOnline:
A publisher’s view into Header Bidding
Marc Grabowski, EVP, Global Supply, Criteo
Nat Poulter, Head of Programmatic, MailOnline

Who is this guy hosting the interview and why should I care?
Copyright © 2016 Criteo3
4B+Products
1.2B+Internet users
reached monthly
12K
Clients
17K+Publishers

Ad spaceAd space
Before: The Waterfall
Campaign #11
Campaign #22
SSP #13
SSP #24
SSP #35
After: The Header Auction
SSP 1
Bid: £0.81
SSP 1
SSP 2
Bid: £0.53
SSP 3
Bid: £0.76
Copyright © 2016 Criteo4
<head>
Ad Server Ad Server

Nearly half of UK publishers currently using Header Bidding
UK Publishers Who Use Header Bidding, May 2016
% of respondents
Note: n=301
Source: AOL, “2016 Publisher Outlook:
Monetizing in the Age of Mobile & Video,”
Aug 4, 2016
Copyright © 2016 Criteo5
Don’t know
Currently use and
plan to continue
Currently use but
unsure if we will
continue
Have not used but
plan to within 12
months
Have not used
and don’t plan to
1%
43%
5%5%
46%
Majority
of Criteo’s top
publishers
have adopted
Header Bidding

Final thoughts.
Copyright © 2016 Criteo6
01 02 03
Infrastructure.
Whether you bring it in
house or outsource, the
transition to Header Bidding
involves heavy lifting.
Expansion.
Publishers are seeing great
returns, but as buyers adapt
and mechanisms evolve will
this uplift remain sustainable.
Adoption.
Will Header Bidding remain
a disruptive change or a true
industry wide change.

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A Publisher's View Into Header Bidding, Digiday Publishing Summit Europe, October 2016

1. In Conversation with MailOnline: A publisher’s view into Header Bidding Marc Grabowski, EVP, Global Supply, Criteo Nat Poulter, Head of Programmatic, MailOnline

4. Ad spaceAd space Before: The Waterfall Campaign #11 Campaign #22 SSP #13 SSP #24 SSP #35 After: The Header Auction SSP 1 Bid: £0.81 SSP 1 SSP 2 Bid: £0.53 SSP 3 Bid: £0.76 Copyright © 2016 Criteo4 <head> Ad Server Ad Server

5. Nearly half of UK publishers currently using Header Bidding UK Publishers Who Use Header Bidding, May 2016 % of respondents Note: n=301 Source: AOL, “2016 Publisher Outlook: Monetizing in the Age of Mobile & Video,” Aug 4, 2016 Copyright © 2016 Criteo5 Don’t know Currently use and plan to continue Currently use but unsure if we will continue Have not used but plan to within 12 months Have not used and don’t plan to 1% 43% 5%5% 46% Majority of Criteo’s top publishers have adopted Header Bidding

6. Final thoughts. Copyright © 2016 Criteo6 01 02 03 Infrastructure. Whether you bring it in house or outsource, the transition to Header Bidding involves heavy lifting. Expansion. Publishers are seeing great returns, but as buyers adapt and mechanisms evolve will this uplift remain sustainable. Adoption. Will Header Bidding remain a disruptive change or a true industry wide change.

A Publisher's View Into Header Bidding, Digiday Publishing Summit Europe, October 2016

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