Mediapost.com: Moving Toward A Holistic Approach: Yield Management & Header Bidding by Romain Job (Smart AdServer’s Regional Manager US)

Moving Toward A Holistic Approach: Yield Management & Header Bidding by Romain Job (Smart AdServer’s Regional Manager US)

The past months have seen a lively discussion about holistic yield management (HYM) and header bidding (HB). Let’s outline the differences.

HB (sometimes called pre-bid or advanced bidding) is an upstream bidding process designed to maximize monetization of impressions. HYM efficiently manages the interaction of traditional and programmatic inventory to maximize the revenue of the entire inventory. HB can be part of the HYM strategy. HYM strategy isn’t necessarily a part of HB.

HB lets a publisher or ad network access multiple demand platforms to assess the inventory’s real value. The pre-bidding process takes place before actual bidding, which — if successful — would yield immediate ad delivery. Technically, publishers and Web site owners implement HB through a specific tag wrapped in the website header. This lets the demand side submit bids before the ad server/supply-side platform (SSP) request.

To read the article in its entirety, visit Mediapost.com

Related News

We deliver scoop on the latest in ad tech! Get news, tips and thought leadership focused on programmatic, quality, mobile, video, gaming, innovative formats, ad serving, quality and more. Smart covers it all!

header bidding
Ad Operations

Let’s Talk Header Bidding!

Is header bidding is advantageous for publishers? Find out in this dmexco 2017 video with ebay, Netpoint Media and Showheroes.

Read More
Ad Operations

Header Bidding: Don’t Believe The Hype

Smart AdServer’s US Country Manager Romain Job explains in which cases header bidding is a good alternative to waterfalling, and when you just shouldn’t believe the hype.

Read More