ADTECH&DATA 2017 - Palestra "Como o header bidding está mudando a mídia programática"

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Header bidding is changing programmatic media by making every impression available to bidding in real-time and ensuring competition between ad exchanges and supply-side platforms. Previously with waterfalls, exchanges could not bid on impressions they did not see. Header bidding removes the waterfall and allows all partners to compete on every impression with actual bid values. This gives buyers access to 100% of a publisher's supply. Header bidding is facilitated by Prebid, an open-source project that helps publishers integrate header bidding partners and call bids asynchronously to reduce latency. Header bidding has increased competition and revenue for publishers when implemented correctly.

Marketing

COMO HEADER BIDDING ESTÁ
MUDANDO A MÍDIA PROGRAMÁTICA.
M I K E M C N E E L E Y
D i r e c t o r, P r o d u c t L i n e
M a n a g e m e n t
A P P N E X U S

A Popular Topic
O que é e como
funciona o
header bidding
Já ouviu falar em
header bidding? ‘ WTF
is header bidding?’
‘The Rise Of
'Header Bidding'
and The End of
The Publisher
Waterfall’

Agenda
▪ Why Should You Care About Header Bidding?
▪ What is Prebid?
▪ How is Header Bidding Changing Programmatic?

Header Bidding
A technique for publishers to make every
impression available programmatically and
ensure real-time competition.

The Old Way – Waterfall
Allocation
SSPs & exchanges can’t bid on
impressions they don’t see. The
waterfall is a guessing game and
not real-time.
Img Source (but modified): contango.technorati.com/header-bidding

Header Bidding Manifesto
1. Remove the waterfall and manual guess-work of allocating
impressions to SSP partners.
2. Make each of the publisher’s partners – including Google Ad
Exchange – compete on every impression with actual bid values.
3. Give SSPs, buyers, & data providers access to 100% of a publisher’s
supply. Better inventory, lower frequency impressions, etc.
4. Let publishers choose the marketplaces they want to work with –
niche, independent, or local players.

The New Way – Header Bidding
Actual
Img Source (but modified): contango.technorati.com/header-bidding

Case Study
COMPETITION
40%
FROM AdX
OF REVENUE
PROFITABLE
2xLIFT IN eCPMs
NO MATERIAL CHANGE IN UX
NO COMPETITION
90% FROM AdX
OF REVENUE
UNPROFITABLE
part of
Brazil case study available
at IAB Happy Hour this afternoon

Prebid
1. A community of publishers & companies making
Header Bidding easier, faster, and standardized.
2. A free & open code library to help publishers
integrate and manage header bidding partners
across web, mobile, and video.

Header Bidding Without Standards Is Bad For Everyone
Blocking
Synchronous
Ad Calls
Example – an old & bad setup took
5 seconds for five partners.
Things are different now… we can
do better.
Prebid addressing setup time,
partner code conflicts, pixel
policies, ad calls, and bid bucket
standards for Header bidding.
Header Bidding Without Standards Is Bad For Everyone

11
Blocking
Synchronous
Ad Calls
Prebid
Asynchronous
Ad Calls
Positive Impact
• 5 seconds  < 1 second
• Does not block page
content
Header Bidding Done Right – e.g. Ad Calls

1. Free & open source project – the
publisher community drives partner
adoption.
2. Fair & unbiased code & SDK
3. Minimized latency and configurable
timeout
4. One integration to access major
partners
5. Mobile, video, and native support
Why Prebid is the Leading Technology

Prebid and others are making header bidding
easy, collaborative, and transparent.
1,600 of
top 5,000
domains*
using Prebid
+60
adaptors offer
plug-and-play
setup
Support &
contribution
from partners
like Rubicon
and Facebook
*AppNexus web crawler estimate
State of Header Bidding and Prebid

AppNexus Header Bidding Webinar
21 de Setembro, totalmente em português!
IAB Happy Hour and Case Study
Enjoy the cocktail we are sponsoring and please take a look
at the Brazilian Header Bidding Case Study.
Header Bidding Brazil Status
20+ publishers are now monetizing
using Header Bidding in Brazil
LEARN MORE: to participate email latamevents@appnexus.com

How Header Bidding is
Changing Programmatic

Der moderne Kunde erwartet heutzutage ein nahtloses Einkaufserlebnis, durchgängig über alle unterschiedlichen Medien hinweg. Der digitale Handel muss dies als Aufforderung verstehen, dem Kunden diese gewünschte, positive Erfahrung reibungslos zur Verfügung zu stellen. Was bedeutet diese Erwartungshaltung für Ihr Content Marketing? Wie lässt sich der Erfolg Ihres Marketings messen? Wie bereiten Unternehmen sich am besten auf die (technologische) Zukunft vor? Dieses Webinar, in Zusammenarbeit mit Hippo Partner Osudio, stellt Ihnen nicht nur die Theorie, sondern auch Beispiele aus der Praxis vor.

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ADTECH&DATA 2017 - Palestra "Como o header bidding está mudando a mídia programática"

1. COMO HEADER BIDDING ESTÁ MUDANDO A MÍDIA PROGRAMÁTICA. M I K E M C N E E L E Y D i r e c t o r, P r o d u c t L i n e M a n a g e m e n t A P P N E X U S

2. A Popular Topic O que é e como funciona o header bidding Já ouviu falar em header bidding? ‘ WTF is header bidding?’ ‘The Rise Of 'Header Bidding' and The End of The Publisher Waterfall’

3. Agenda ▪ Why Should You Care About Header Bidding? ▪ What is Prebid? ▪ How is Header Bidding Changing Programmatic?

4. Header Bidding A technique for publishers to make every impression available programmatically and ensure real-time competition.

5. The Old Way – Waterfall Allocation SSPs & exchanges can’t bid on impressions they don’t see. The waterfall is a guessing game and not real-time. Img Source (but modified): contango.technorati.com/header-bidding

6. Header Bidding Manifesto 1. Remove the waterfall and manual guess-work of allocating impressions to SSP partners. 2. Make each of the publisher’s partners – including Google Ad Exchange – compete on every impression with actual bid values. 3. Give SSPs, buyers, & data providers access to 100% of a publisher’s supply. Better inventory, lower frequency impressions, etc. 4. Let publishers choose the marketplaces they want to work with – niche, independent, or local players.

7. The New Way – Header Bidding Actual Img Source (but modified): contango.technorati.com/header-bidding

8. Case Study COMPETITION 40% FROM AdX OF REVENUE PROFITABLE 2xLIFT IN eCPMs NO MATERIAL CHANGE IN UX NO COMPETITION 90% FROM AdX OF REVENUE UNPROFITABLE part of Brazil case study available at IAB Happy Hour this afternoon

9. Prebid 1. A community of publishers & companies making Header Bidding easier, faster, and standardized. 2. A free & open code library to help publishers integrate and manage header bidding partners across web, mobile, and video.

10. Header Bidding Without Standards Is Bad For Everyone Blocking Synchronous Ad Calls Example – an old & bad setup took 5 seconds for five partners. Things are different now… we can do better. Prebid addressing setup time, partner code conflicts, pixel policies, ad calls, and bid bucket standards for Header bidding. Header Bidding Without Standards Is Bad For Everyone

11. 11 Blocking Synchronous Ad Calls Prebid Asynchronous Ad Calls Positive Impact • 5 seconds  < 1 second • Does not block page content Header Bidding Done Right – e.g. Ad Calls

12. 1. Free & open source project – the publisher community drives partner adoption. 2. Fair & unbiased code & SDK 3. Minimized latency and configurable timeout 4. One integration to access major partners 5. Mobile, video, and native support Why Prebid is the Leading Technology

13. Prebid and others are making header bidding easy, collaborative, and transparent. 1,600 of top 5,000 domains* using Prebid +60 adaptors offer plug-and-play setup Support & contribution from partners like Rubicon and Facebook *AppNexus web crawler estimate State of Header Bidding and Prebid

14. AppNexus Header Bidding Webinar 21 de Setembro, totalmente em português! IAB Happy Hour and Case Study Enjoy the cocktail we are sponsoring and please take a look at the Brazilian Header Bidding Case Study. Header Bidding Brazil Status 20+ publishers are now monetizing using Header Bidding in Brazil LEARN MORE: to participate email latamevents@appnexus.com

15. How Header Bidding is Changing Programmatic

16. #adtechdata OBRIGADO!

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