Fact or Fiction: Header Bidding Works for Mobile Apps | Joe Prusz, Larry Kandall
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Transcript of Fact or Fiction: Header Bidding Works for Mobile Apps | Joe Prusz, Larry Kandall
Leading the Automation of Advertising
Fact or Fiction: Header Bidding Works for Mobile Apps
Leading the Automation of Advertising
LARRY KANDALLDirector of Exchange
Operations, Curse@LKandall
JOE PRUSZHead of Seller,Rubicon Project
@JoePrusz
Reality: Mobile is eating the world; Programmatic is eating mobile
2012 2013 2014 2015 2016 2017 20180%
20%
40%
60%
80%
100%
Non-Programmatic Mobile Display Programmatic Mobile Display
15%
73%
IDC Digital Advertising Market Model 1Q15
The Problem: Mediation of Mobile Ad Demand
• Fails to prioritize demand for your inventory by price and causes latency; inspiring the adoption of still more ad blockers by mobile consumers
• De-prioritizes programmatic buyers, which is where 50% of mobile dollars come from today (where 75% of dollars will come from by 2018)
• Blocking high-priced demand from programmatic buyers below the primary and many other SDKs competing to win your impressions
Mediation is an outdated, legacy concept from 1999. It:
Problem: Traditional Waterfalls Leave Money on the Table
Programmatic Buys
AD SERVER
P1
P3
P7
P10
P12
P16
$$$$
$$$
$$
$
¢
0
VIP Direct Campaigns
Lower Priority Campaigns
SSPs & Ad Networks
House
Sponsorships
Private Marketplaces
• Direct deals prioritized over indirect
• Average impression value used
• Limits demand competition
So What Exactly is Header Bidding?
• Puts your inventory in front of a far more diverse set of buyers – including the AdWeek 50 – in both the open auction and private marketplaces.
• Increases your yield on each impression by forcing competition across direct-sold and programmatic demand
• Increases your revenue by empowering the highest priced buys to win across all properties
• Saves you time through not having to manage your waterfall
Header bidding is the key to increasing your CPMs and fill rates. It:
AD SERVER
After header bidding
• Direct and indirect deals compete
• Actual impression value used
• Fair competition for each impression
$$$$
$$$
$$
$
¢
0
P1
P3
P7
P10
P12
P16
VIP Direct Campaigns
Lower Priority Campaigns
SSPs and Ad Networks
House
Sponsorships
Private Marketplaces
Programmatic Buys
How it works:
PrimarySDK
HeaderSDK
PrimaryAd Server
HeaderAd Server
MobileApp
104
125
2
6
1
7
9
118
3Key/value pairKey/value pair
Key/value pair Key/value pair
Adapter for primary Ad
Server
i.e. - custom adapter for DFP or MoPub
Why Header Bidding is Important for Buyers and Sellers
Buyers: Header bidding allows for
access to a publishers best inventory so you can find
higher quality users!
SELLERS: Header bidding maximizes revenue by solving for the
loss of programmatic revenue because of an ad server setup that has reduced
competition.
Why Rubicon Project FastLane?• First to market; the industry’s most sophisticated header
bidding solution for mobile apps
• Bringing the most robust diversity of premium demand to compete / be intelligently prioritized alongside direct sold campaigns at any price or priority
• Private deals can sit higher in the ad stack and get better access to the app’s inventory, enabling better audience matching (intelligent allocation)
• Auction pricing pressure is created on secondary monetization systems running within the ad server
• FastLane functionality is obtained by integrating our SDK; our unrivalled account services are with you every step of the way
FastLane is live and ready to work for you!GET STARTED TODAY!
LARRY KANDALLDirector of Exchange
Operations, Curse@LKandall
JOE PRUSZHead of Seller,Rubicon Project
@JoePrusz