Iva Karaivanova

Open Bidding vs Header Bidding: All you need to know

Open Bidding vs Header Bidding

Header bidding has become the buzzword of the last few years and its widespread adoption by the ad tech world means there’s a reason for that. It maximizes demand competition for every ad impression and boosts revenues. Soon after header bidding’s rise, Google introduced Exchange Bidding, or EBDA (Exchange Bidding in Dynamic Allocation). It was meant as an alternative to header bidding that required much less publisher involvement. Today, Google’s product is known as Open Bidding. In this article, we’ll take a look at both header bidding and Open Bidding, how they compare to each other, and how publishers can decide which one to use. What is Header Bidding? A technology that allows multiple ad exchanges to simultaneously bid on the publisher’s ad inventory before a call to the ad server. It can be implemented client-side (i.e. browser-side), and/or server-side. Both ways have their pros and cons, but the main goal is to reach a larger number of demand sources than with the traditional waterfall method and hold the auctions in a transparent and efficient way. Today, publishers can choose from multiple header bidding demand partners and use open-source, proprietary, or managed wrappers to streamline the process. Chances are, if you’re monetizing your website, you are using header bidding or considering it.  Naturally, with header bidding’s adoption getting wider and wider, Google had to offer its own version. Enter Exchange Bidding in Dynamic Allocation (EBDA). Now known as Open Bidding.  What is Open Bidding? Open bidding is Google’s server-to-server technology…

Server-side header bidding explained

Server-Side Header Bidding Explained

Header bidding has been around for several years already and quickly became a hot topic for publishers, advertisers, and all people ad tech. Today, it is well adopted by the industry, promising fast and fair competition and higher returns. The beginning, however, wasn’t one without flaws, and the technology is still developing. For example, in the early days of header bidding, publishers had to put numerous tags in their headers in order to increase demand, which in turn, led to latency issues. A fix for this issue was quickly discovered with header bidding wrappers. Over time, further innovation brought the trading process to the server itself, whereas in the beginning, it was an in-browser solution only (known as client-side header bidding). In this article, we’ll dig deeper into server-side header bidding, its advantages, and disadvantages.  What is Server-Side Header Bidding? Also known as server-to-server header bidding, or S2S, server-side header bidding is the latest development in header bidding, which allows the auction to happen at the server, instead of the browser, thus minimizing latency and allowing for increased demand partner capacity. To better understand the differences between browser- and server-side header bidding, let’s first take a quick look at the browser(client)-side. With this option, advertisers place their bids inside the header of the webpage. A high number of header bidding partners in the auction can mean more delays, thus publishers will often put a cap on demand and end up with somewhat inefficient ad performance. The technology is limited by…

Google Ad Manager Line items

Google Ad Manager Basics: Line Items

If you’ve ever used Google Ad Manager (GAM), you’ve probably heard the term “line item.” But do you actually grasp what line items are used for? Do you know which type to choose when creating a campaign? This post will assist you with both. What is a Line Item? First things first – let’s look at the definition. According to Google, “Line items contain information about how specific ad creatives are intended to serve to your website or app along with pricing and other delivery details.”  Simply put, a line item represents the advertiser’s commitment to buy a number of impressions or clicks on specific dates at a defined price. It holds information about the requirements for an ad to be selected in order to be displayed.  Specifically, when creating a new line item, you get to define the ad units where the ad may show, the volume of impressions/clicks for the ad, start and end times for the campaign, the cost of the campaign, targeting criteria for the user who will see the ad, etc. A line item is always linked to a single order in Google Ad Manager, while orders can have more than one line item. Line Items Types When creating a line item, you get to select its type and priority. Different types correspond to a different priorities. Within Google Ad Manager you will see a number after each type of line item. The lower the number, the higher the priority.  Sponsorship (4) Standard: low priority…

Header Bidding

Header Bidding: Why 70% of publishers prefer this advanced ad tech?

What is header bidding? Header Bidding is an advanced programmatic strategy that allows publishers to sell their website inventory for several ad exchanges simultaneously before making calls to their ad servers. It is also known as advanced bidding or pre-bidding technology. Header bidding is a special type of programmatic auction and probably the most important monetization method in digital publishing today. When it comes to advertising technology, there have been countless developments over the years and if you run a Google search you’ll probably find that this is one of the most frequently discussed ones. Put simply, header bidding enables multiple advertisers to bid for an impression at the same time, instead of sequentially, helping to increase competition, fill, and ultimately revenue. Header bidding is technologically quite complex, so webmasters with limited coding expertise can have difficulties with both understanding and implementing the concept. While all the resources available are definitely helpful, publishers are more often than not left confused rather than informed. Let’s break it down.


Understanding Performance Fluctuations Over Time

A common question among publishers, is why there are certain performance fluctuations over the year both traffic- and revenue-wise. For many, these changes appear random. This leads to having a tough time trying to evaluate the state of the business and making informed decisions. Luckily, there are common reasons behind the fluctuations, and today we’re here to explore why and when these changes occur, how to prepare for them, and how to read your data correctly.


Viewability Debunked: Industry Trends and Tips for Optimization

If you’ve been following our blog you may have noticed we mention viewability quite often and for good reason. It’s amongst one of the key factors for evaluating inventory. This is hardly a surprise considering that the purpose of ads is above all to be in view. The advancements in technology now allow much more precise tracking of this metric than ever before. It has definitely been well received by advertisers overall. On the other hand, for publishers, the topic of viewability and it’s optimization has been a rather controversial one. It has led many to change their long-established practices completely. Having a precise record of an ad’s on-screen time has its pros as well, but it’s definitely taken a toll on media owners and has changed things irreversibly for both programmatic and direct sales.


Building Lasting Demand Partnerships

This March was eventful for PubGalaxy, especially for our Demand Partnerships Manager, Pavel Mitev. He got on a trip around North America to meet with a few of our demand partners, namely OpenX, IndexExchange and DistrictM. In a global world where everything happens over the Internet, meeting people in-person makes all the difference for building lasting relationships. Pavel’s first stop was Pasadena where he got see the OpenX HQ and exchange views on industry trends and developments. They talked about PubGalaxy’s priorities for 2019 and potential partnership opportunities.


Top 5 Tips: How To Be Attractive To Advertisers

Programmatic monetization has been improving rapidly and has become quite sophisticated nowadays. However, direct advertising partnerships are yet to become obsolete. Such deals bring plenty of benefits to both publishers and advertisers, despite the fact that it’s usually quite time consuming to secure, manage and deliver on them. If you’ve never run direct campaigns before or you’re just starting out you may need a little help. Here are our top 5 tips for being successful in doing so:

Layout Optimization

Layout optimization for long-term growth

The rapid evolution of advertising and publishing technology has lead to a more transparent, streamlined business model. But also a significant increase in the resources required for managing all the assets coming into play. While the benefits of programmatic are undeniable, the current state of affairs is also the underlying cause for neglecting certain practices. That requires a bespoke approach for each web property, such as layout optimization. For that reason, we wanted to give you a brief overview of the process. It’s of high importance for digital publishing and how it can help grow your business.