The document discusses header bidding and how it has evolved from an initial "hack" to a more holistic approach for yield management. It provides an overview of how header bidding works by having the publisher's ad server solicit real-time bids from multiple demand sources. This allows it to select the highest bid across all sources, improving monetization compared to the traditional waterfall model. The document also shares results from implementations that showed increased revenues and profitability without impacting page load times. It outlines the steps to implement header bidding using Prebid.js and analyzing performance through analytics.

1. #ANEventsWeek
Header Bidding:
More Than Just a Hack?
Tom Shields
SVP, Strategy, Publisher Technology Group

2. #ANEventsWeek
HEADER BIDDING
Just a Hack?

3. #ANEventsWeek
HEADER BIDDING
Holistic Ad Serving is here
June 1, 2015
HEADER BIDDING
From Hack to Holistic Approach
June 1, 2015
…Or is it the gateway to true
yield management?

4. #ANEventsWeek
NON-GUARANTEED
EXCHANGE
$3
TOP
RTB BID
RTB bid
$2
TOP
RTB BID
RTB bid
Header Bidding in Action
PUBLISHER
WEBSITE
Real-time bid request
Real-time bid
request
$3
TOP
RTB BID
RTB bid
$2
TOP
RTB BID
RTB bid
Real-time bid request
$5
TOP
RTB BID
RTB bid
A
PLATFORM
B
PLATFORM
C
APPNEXUS
Publisher’s ad server weighs programmatic opportunities from many platforms
against each other and against guaranteed campaigns simultaneously.
$5
TOP
RTB BID
RTB bid
AD SERVER
GUARANTEED CAMPAIGNS
$5
GUARANTEED

5. #ANEventsWeek
It’s not where you think.
Where’s the real hack
in header bidding?

6. #ANEventsWeek
Strict waterfall
means exchange
can’t compete with
guaranteed
NON-GUARANTEED
EXCHANGE
GUARANTEED

7. #ANEventsWeek
NEW!
AppNexus Publisher Adserver
OPEN DYNAMIC
ALLOCATION
• Transparently maximize yield
across all demand sources
• One tag, one auction, across
multiple formats: banner, rich
media, native, and video
• Independent/non-competitive
partner for your business
ACCURATE
FORECASTING
• 92% accuracy vs 68%
accuracy means
dramatically higher yield
VIEWABLE
GUARANTEES
• Forecast, schedule, and
guarantee delivery of viewable
impressions
• Satisfy buyers without
operational overhead and risk
• Reduce the total number of
impressions it takes to fulfill
goals

8. #ANEventsWeek
Historical Adserver Delivery Model
$5 $5 $5 $5 $5 $5 $5 $5
$7 $1 $6 $3 $6 $2 $1 $2$2 $1 $2
$5 $5 $5 $5 $5
Guaranteed Campaign
Non-Guaranteed Bids
TOTAL MONETIZATION: $30

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TOTAL MONETIZATION: $44
Delivery with Header Bidding Integration
$5 $5 $5 $5 $5 $5 $5 $5
$7 $1 $6 $3 $6 $2 $1 $2
Guaranteed Campaign
Non-Guaranteed Bids
$7 $6 $6
$5$5 $5 $5 $5
By eliminating waterfalling, header bidding allows publishers to capture high-priced programmatic demand

10. #ANEventsWeek
Livingly Case Study
COMPETITION
40%
FROM AdX
OF REVENUE
PROFITABLE
NO MATERIAL CHANGE IN UX
NO COMPETITION
90% FROM AdX
OF REVENUE
UNPROFITABLE
2xLIFT IN eCPMs

11. #ANEventsWeek
Latency Impact
of Header Bidding
Page load time not significantly
impacted on high-speed
connections when header bidding
implemented correctly
Data provided by

12. #ANEventsWeek
The AppNexus Solution
SERVICES
ANALYTICS
BIDDERS
WRAPPER
TECH
Prebid.js
*Prebid Analytics
Coming soon!
Services (BETA)

13. #ANEventsWeek
Source: Sortable
%
INCREASE IN CPMS WITH
SIX BIDDERS VERSUS NONE

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Step 1: Pick a wrapper
SERVICES
ANALYTICS
BIDDERS
WRAPPER
TECH
Prebid.js
*Prebid Analytics
Coming soon!
Services (BETA)

15. #ANEventsWeek
Source: BuildWith.com
9,000
SITES USING PREBID.JS
INCLUDING 1,000 IN EMEA

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Step 2: Add Bidders
SERVICES
ANALYTICS
BIDDERS
WRAPPER
TECH
Prebid.js
*Prebid Analytics
Coming soon!
Services (BETA)

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Step 3: Get Reports and Analyze Data
SERVICES
ANALYTICS
BIDDERS
WRAPPER
TECH
Prebid.js
*Prebid Analytics
Coming soon!
Services (BETA)

18. #ANEventsWeek
Step 4: Continue to Optimize
SERVICES
ANALYTICS
BIDDERS
WRAPPER
TECH
Prebid.js
*Prebid Analytics
Coming soon!
Services (BETA)

19. #ANEventsWeek
is the gateway to
true yield management
Header Bidding
Get started with header bidding at prebid.org
The hack is not where you think - consider
upgrading your adserver