1:00Ep 2: Waterfall vs header bidding
Why would the order you ask buyers in change what you earn?
Lesson notes
Why would the order you ask buyers in change what you earn?
A waterfall offers your impression to partners one at a time, in a fixed order.
Say news.example ranks three partners by past average. A, then B, then C. A gets first offer at a two dollar floor. Today A will pay two ten, so A takes it, and the waterfall stops. But C would have paid three dollars. C was never asked. And every time a partner passes, the next call adds load time. Header bidding asks all three at the same moment, before your ad server decides. A bids two ten, B one sixty, C three dollars. C wins. Same impression, ninety cents more CPM.
Check your ad server today. If partners sit in a ranked list with fixed prices, that’s a waterfall.
Next, supply path, count your hops.
Go deeper · 5 min readUnderstanding Waterfall Advertising: A Step-by-Step GuideUp next in this series
0:42Ep 3: Supply path — count your hopsEp 3: Supply path — count your hops
1:03Ep 4: ads.txt and sellers.json, the guest list buyers checkEp 4: ads.txt and sellers.json, the guest list buyers check
0:57Ep 5: Client-side vs server-side header biddingEp 5: Client-side vs server-side header bidding
0:58Ep 6: Curate vs PMPsEp 6: Curate vs PMPs
0:38Ep 7: Higher CPM, lower revenueEp 7: Higher CPM, lower revenue
1:03Ep 8: Price floors, the number that can raise or sink revenueEp 8: Price floors, the number that can raise or sink revenue
1:01Ep 9: More bidders, more revenue? Not past a pointEp 9: More bidders, more revenue? Not past a point
0:54Ep 10: Header bidding timeoutsEp 10: Header bidding timeouts
1:03Ep 1: One ad, 100 millisecondsEp 1: One ad, 100 milliseconds