What is Header Bidding?
Header bidding is technology that enables publishers to make their inventory available to multiple buyers simultaneously who can then submit bids, or dynamic prices for the impression. Header bidding enables publishers to capture higher CPMs from buyers, increase fill rate, and improve the competitiveness of their auction.
|Simultaneous Unified Auction
Instead of presenting inventory to each buyer one at a time as in a Waterfall Auction, OpenAuction makes the inventory available to all buyers to maximize bids per impression.
|Dynamic Buyer Pricing
Buyers who were previously imprisoned by static CPMs in the ad server are now able to send back a dynamic price, or bid, for each impression in the Header Auction.
What is OpenAuction?
AerServ’s OpenAuction technology empowers both publishers and demand partners with the tools to maximize the value of each ad impression. OpenAuction’s technology takes header bidding to the next level, with all ad calls executed simultaneously, in a true auction format, as opposed to only those in the header bidding container. Instead of presenting inventory to each buyer one at a time, OpenAuction makes the inventory available to all buyers to maximize bids per impression. Buyers who were previously imprisoned by static CPMs in the ad server are now able to send back a dynamic price, or bid, for each impression. In addition, OpenAuction moves the execution of this auction from the client (page/app) and onto the AerServ ad server to maximize efficiency and results.
What are the Benefits?
To name a few…
|Dynamic Pricing||Save Battery|
Send and receive dynamic pricing for mediation on each ad call.
Server side implementation reduces user device battery usage.
|Save Data||Converge Auctions|
Server side implementation reduces user data usage.
Converge multiple auctions into a super auction taking into account first price bids.
OpenAuction for Publishers
AerServ offers two ways for publishers to utilize OpenAuction:
OpenAuction Full Stack
Publishers using AerServ’s full stack solution, for ad serving & mediation, will yield the full benefits of OpenAuction. The technology will run a simultaneous server-side auction for all buyers, maximizing returned ads and the price returned for all participants. Standard integration is via the AerServ SDK, which enables the inclusion of non-S2S/RTB/tag buyers mediation buyers, primarily SDK adapters for mobile ad networks.
Publishers using a different mediation platform (ex: Mopub), can still reap the benefits of OpenAuction, integrating AerServ into their current mediation or ad serving layer. With this implementation, the server side auction is held, and a dynamic price is returned back to the publisher, which would be inserted into their host ad server to compete amongst their other ad sources. Publishers can integration OpenAuction Light via the AerServ SDK plugin (support for Admob and Mopub, API, or VAST tags.
AerServ’s OpenAuction technology empowers publishers with the tools to maximize the value of each ad impression.