The document discusses Livingly Media's experience with header bidding, highlighting its benefits such as increased revenue, improved auction mechanics, and better competition among ad buyers. It covers the reasons for adopting header bidding, the implementation challenges faced, and recommendations for other publishers considering this technology. The overall presentation emphasizes the significance of header bidding in the ad tech industry and its potential long-term impact.

1. Livingly Media’s Experience
With Header Bidding
1
Feb 23, 2016
AppNexus Inc. — Confidential – Not for Distribution

2. 2 AppNexus Inc. — Confidential – Not for Distribution
Danny Khatib
President and COO, Livingly Media
bd@livingly.com
Mike McNeeley
Senior Product Manager, AppNexus
mmcneeley@appnexus.com
Presenters and Intro

3. Livingly Media & AppNexus
AppNexus Inc. - Confidential – Not for Distribution3
AppNexus is one of the
FASTEST HEADER BIDDING
partners for Livingly
GROWTH IN TWO MONTHS
INCREMENTAL
REVENUE

4. Livingly Media & AppNexus
AppNexus Inc. - Confidential – Not for Distribution4
The rise of header bidding
Livingly’s experience with
header bidding
Livingly’s recommendations
for publishers considering
header bidding
Q & A
1
2
3
4
Topics

5. The Rise of
Header-Bidding
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6. Header-Bidding — Gains Steam in Ad Tech
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THE RISE OF HEADER BIDDING
‘The ad tech
industry is waging a
secret war on
Google’
‘The Rise Of 'Header
Bidding' and The
End of The Publisher
Waterfall’
‘HEADER BIDDING – Another nail
in the second-price coffin’
‘WTF
is header bidding?’

7. Header bidding allows SSPs & buyers to submit their price into the publisher adserver.
• Higher Yield for Publishers
• True competition between Guaranteed, Network and RTB demand
• Allows Demand partners to compete with AdX in EDA setup
• Higher cookie match for participants
• Improved Auction Mechanics
• Header bidding set up can eliminate the need for ‘waterfall’ integration set up
• Addition of header bidding does not disrupt existing waterfall
• Higher fill rates
• Minimizes impression waste
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THE RISE OF HEADER BIDDING
Why is Header-Bidding on the Rise?

8. 8 AppNexus Inc. — Confidential – Not for Distribution
Discussion on
Livingly’s Experience
with Header Bidding

9. • When and why did Livingly decide to do header bidding?
• What were Livingly’s considerations as they evaluated header bidding partners?
AppNexus Inc. - Confidential – Not for Distribution9
LIVINGLY’S EXPERIENCE WITH HEADER BIDDING
Livingly: An Early Adopter of Header Bidding

10. AppNexus Inc. - Confidential – Not for Distribution10
LIVINGLY’S EXPERIENCE WITH HEADER BIDDING
Implementation Experience
• How did Livingly implement header bidding?
• Did Livingly use a wrapper?
• What were the challenges specific to implementation?
• Did Livingly find support?

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LIVINGLY’S EXPERIENCE WITH HEADER BIDDING
Results with Header Bidding
• What went well?
• What were the challenges?
• Overall Experience/ Results?
• How did this decision influence tech and business decisions for Livingly’s parent company?

12. 12 AppNexus Inc. — Confidential – Not for Distribution
Livingly’s
Recommendations for
Publishers Considering
Header Bidding

13. AppNexus Inc. - Confidential – Not for Distribution13
LIVINGLY’S RECOMMENDATIONS
Recommendations for other Publishers
• What is your ideal number of header bidding partners to work with? How do you
evaluate partners once they are live?
• Do you have any other recommendations for smoother implementation?
• What are your thoughts on using wrappers?
• What is the future of header bidding? Is it a FAD?

14. Closing Remarks and Q&A
14 AppNexus Inc. — Confidential – Not for Distribution

15. Thanks!
For more information contact publishers@appnexus.com
AppNexus Inc. — Confidential – Not for Distribution

16. APPENDIX
16 AppNexus Inc. — Confidential – Not for Distribution