On the planet of digital promoting, header bidding has hit celebrity standing within the final 12 months or so.
However a new report from New York Metropolis-based advert tech agency GetIntent — out this week — signifies that header bidding isn’t as widespread amongst one group of main publishers as you may suppose. And it exhibits that the open supply Prebid.js isn’t the main answer amongst these websites.
Header bidding locations some code in an internet site’s web page header to supply web site stock to promoting bidders on the identical time. The successful bid then competes with the location’s personal direct-sold adverts, with the intention of getting the best value for the area. In some instances, publishers are conducting the public sale utilizing server-to-server connections as a substitute of the extra widespread client-side (browser) implementation.
It was developed as an alternative choice to the widespread waterfall public sale carried out by Google’s DoubleClick, the place the stock goes from one bid to a different till a suitable value is discovered. However, in DoubleClick’s widespread implementation, its Advert Alternate Service (AdX) will get a preferential place within the public sale, which retains publishers from getting the best value.
When you take heed to the thrill, you’d suppose that just about each main writer is climbing aboard the header bidding wagon. Advert agency AppNexus said last year that its analysis signifies 70 p.c of the Comscore High 200 publishers are utilizing header bidding wrappers.
However, to verify that and related estimates, GetIntent wrote some software program to scrape header bidding data from web sites. They selected the highest 1,000 web sites as listed within the Amazon-owned web site site visitors tracker Alexa (alexa.com).
Surprisingly, they discovered that solely about 12 p.c of the Alexa high 1,000 web sites — 121 websites — are utilizing header bidding.