Header Bidding Within The Traditional WaterfallFelix Zeng2/7/2017

• Intro

• Benefits of a traditional waterfall

• Melding waterfall with header bidding

• Thoughts for publisher trying to balance header with the ad server waterfall

Agenda

• Business development lead to choose the header partners to onboard

• Member of the team to choose the header wrapper

• Member of the team who work on programmatic yield and optimization

A little bit about me

4Benefits of a traditional waterfall

Guaranteed Fix Price

• 100% SOV commitments to buyers are met• Highest CPM with no middle men

PremptibleFixed Price

• Fixed prices act as a second price

PremptibleVariable Price

• Fill

5Melding waterfall with header bidding

Guaranteed Fix Price

• Ad ops team to optimize performance and delivery for direct campaigns.

PremptibleFixed Price

• Continue to sell at fixed prices to increase competition. Header bidding shouldn’t be your only sales strategy.

PremptibleVariable Price

• Header supplements open exchange but floors need to be set.

Guaranteed Fixed Price

Headerbidders

• 80/20 rule for new partners. Focus on the few partners who generate the most revenue.

• Reducing latency will increase traffic but also, faster partners will have more bids and make a bigger impact.

• Don’t be afraid to ask for the more revenues at a lower timeout.

Helpful thoughts for publishers

It’s amazing out there.

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