Side effects of header bidding, Hot Topic: Header Bidding, Feb 2017
Transcript of Side effects of header bidding, Hot Topic: Header Bidding, Feb 2017
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Header BiddingSide Effects &
Strategies
Dave KatzVP/GM Programmatic & Data @ Univision
@DaveZKatz
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HEADER BIDDING
Page Load Time Resources
Costs Strategies
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• More header partners = slower pages• Concurrent requests with disparate timeouts• Slows down the whole page, not just the ads
Strategies/Solutions: • Server-to-server integrations• Cap the number of headers on page
Header Bidding can Increase Page Load Times
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• Each header integration requires development directly onto the pages
• Some partners refuse to go into a wrapper
Strategies/Solutions: • Choose a single header wrapper• Prioritize key partnerships based on inventory
distribution
Implementing Header Bidding Requires Development Resources
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• Developing technology that reduces latency and connects multiple platforms is costly
• Keeping up with multiple technologies requires more dev experts
Strategies/Solutions: • Integrate based on publisher preferences and
revenue potential• Integrate with key tech players
Server to Server can be Expensive… for SSPs
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Thank You! Dave Ka tz@DaveZKatz