Online advertising is a constantly changing industry, and technology changes to match those expectations. In response to this progression, header bidding was adopted in place of the waterfall setup. Header bidding needed extensive engineering expertise to be implemented and run well, though, as it grew in popularity. This problem paved the door for post-bid to appear as a technique to call out several demand sources without requiring complicated technical setups. In contrast to header bidding, what precisely is post-bid, how does it operate, and how do they compare? These and other inquiries will be addressed in this extensive manual.
What is Post-bid?
In a programmatic advertising setup called post-bid, the creative for a winning line item is loaded with Prebid.js or a comparable wrapper and run by the publisher. After the ad server has already selected the post-bid line item, demand sources compete in a post-bid setup. Let’s first study header bidding’s operation and the factors that contributed to post-bid creation in order to completely appreciate this idea.
History of Post-bid
In header bidding, demand partners are initially given an impression before being given the opportunity to submit offers. The publisher’s ad server, frequently Google Ad Manager (DFP), displays the direct-sold and/or exchange-based responses after the bid responses have been gathered. Ad servers can benefit from header bidding’s advantage of being the first to respond by increasing the winning bid it offers by a modest amount.
Post-bid was developed to investigate what occurs when the ad server is asked to bid first. In this case, the ad server receives the impression first. Header bidding demand sources will have the chance to bid on the bid and maybe win the impression if the server rejects it.
How Does it Work?
In post-bid, the code (such as Prebid.js or a wrapper), as opposed to header bidding, where it resides outside the ad server, is integrated into the post-bid line items. When an impression becomes available on a web page, the following happens:
1. The ad tag within an ad unit requests that an ad be served by the ad server (DFP).
2. The ad server chooses amongst the direct-sold line items, ad exchange, and post-bid line items as its alternatives.
3. If the post-bid line item succeeds, the header auction is started by the line item’s author.
4. The top bidder gets to display their ad creative after bids from different demand partners are compared.
How is it Different from Header Bidding?
Let’s compare header bidding and post-bid in the following areas to better grasp their differences:
Ad Server Behavior:
- The ad server is called by header bidding AFTER the header auction.
- Calls were made to the ad server AFTER the header auction.
Technical Expertise:
- Post-bid requires little to no technical expertise.
- Header bidding demands a high level of technical expertise.
Ad Latency:
- Ad latency for header bidding is influenced by timeout options and additional ad server delay.
- Post-bid may run header auctions and ad server auctions simultaneously to save time and have no ad server delay.
Ability to Run Hybrid Auctions:
- Dynamic line items from AdX and direct line items can compete with header bidding.
- Post-bid cannot compete in real-time with ad server line items.
Monetization Capability:
• Header bidding has a great potential for monetization.
• Post-bid has a decreased potential for monetization.
Benefits of Post-bid
Post-bid offers several advantages for publishers, making it an attractive option:
1. Setup Doesn’t Require Engineering Assistance
Post-bid does not require a wrapper to be integrated or changes to the header code, in contrast to header bidding. The only technical requirement is entering tag IDs into the JSON configuration of the third-party tag for the demand sources. When the post-bid impression is won, demand partners may then bid.
2. Reduced Ad Latency
Since the ad server rejects the impression, post-bid can take over and reduce the amount of time an advertisement is served. Post-bid minimizes latency by concentrating on a single auction at a time, as opposed to waterfall configurations and header bidding.
3. Can Set Fallback
Publishers can avoid supplying a blank impression by optimizing post-bid line items with fallback settings and/or in-house line items in circumstances when no demand partner wins the impression during a post-bid auction.
Drawbacks of Post-bid
While post-bid offers several benefits, it also has its limitations:
1. No Dynamic Allocation
After an ad server rejects the impression, post-bid line items become static. In contrast, header bidding enables publishers to manage numerous auctions at once and choose the winner instantly.
2. Reporting Can Be Difficult
Ad servers struggle to effectively deliver thorough post-bid data for reporting. Publishers often receive combined reports of all demand sources taking part in auctions; post-bid auctions do not typically receive a separate report. Publishers might need to rely on outside reporting services to get access to precise information regarding demand partners.
How to Get Started With Post-bid?
Publishers must set up line items in their ad server before using post-bid. If there are various ad sizes, separate line items should be made for each one. When these line items go live, the ad tag causes the ad server to select one of them; if a post-bid line item is chosen, an auction for header bidding will take place. This strategy is perfect for publishers who wish to monetize efficiently but lack the technical know-how necessary for header bidding.
Rediads Header Bidding Solution
The first step is to implement header bidding in your ad stack. In order to maximize revenue, continuous optimization is essential. Publishers can assist in achieving this goal by using Rediads header bidding solution, which makes use of data science and machine learning. Our system offers the following advantages: Intelligent timeout management and automatic demand partner selection based on ideal criteria.
• The freedom to bring your own requirements.
• Monitoring bids and resolving discrepancies.
Frequently Asked Questions
Q1: What is the main difference between post-bid and header bidding?
A1: When the ad server is called makes the biggest difference. While the ad server is contacted BEFORE the header auction in post-bid, it is contacted AFTER the header auction in header bidding. Comparing header bidding to post-bid, more technical knowledge is also required.
Q2: What are the benefits of using post-bid?
A2: Post-bid has advantages including streamlined setup without engineering help, decreased ad latency, and the capacity to define fallback alternatives to prevent blank impressions.
Q3: Are there any drawbacks to using post-bid?
A3: Post-bid does indeed have its disadvantages, such as the absence of dynamic allocation and difficulties with reporting due to the ad servers’ lack of specific post-bid data.
