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How publishers manage header bidding: Server-to-server vs. browser-based wrappers

by John Donahue, Chief Product Officer, Sonobi

For an imperfect technology, header bidding had a big year in 2016. Over 40 percent of the comScore 200 adopted header based technologies.  When presented with an opportunity to drive incrementally higher yield by creating pressure on exchanges and traditional waterfall partners–publishers said “yes.”

The average publisher saw a one-time accretive yield bumps of 20-30 percent on their programmatic effective CPMS (or eCPMs, which for a publisher are total earnings divided by impressions) after implementing header tactics. Publishers’ programmatic teams, definitely took notice, continuing to add partner after partner to continue building that yield improvement.



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