RTC Auctions: A Comprehensive Guide to Header Bidding
Real-time bidding (RTB) auctions are a type of online advertising auction where advertisers compete to place their ads on publisher websites and apps. RTB auctions are conducted in real time, and the highest bidder wins the auction and has their ad displayed on the publisher’s website or app.Header bidding is a technique that allows publishers to sell their ad space to multiple ad networks simultaneously. This increases competition for the publisher’s ad space and drives up CPMs.
How RTC Auctions Work
RTB auctions work as follows:
• A user visits a publisher’s website or app.The publisher sends a request to a header bidding server.
• The header bidding server sends requests to multiple ad networks simultaneously.
• The ad networks bid on the user’s ad impression.
• The header bidding server selects the highest bidder and displays the bidder’s ad on the publisher’s website or app.
Benefits of Header Bidding
Header bidding offers a number of benefits for publishers, including:
• Increased CPMs: Header bidding increases competition for the publisher’s ad space, which drives up CPMs.
• Improved fill rates: Header bidding helps publishers to improve their fill rates by giving them access to multiple ad networks simultaneously.
• More control over ad serving: Header bidding gives publishers more control over which ads are displayed on their websites and apps.
How to Implement Header Bidding
To implement header bidding, publishers need to install a header bidding solution on their website or app. A header bidding solution is a piece of software that allows publishers to sell their ad space to multiple ad networks simultaneously.Once a header bidding solution is installed, publishers need to set up their ad networks. This involves creating accounts with each ad network and configuring the header bidding solution to send requests to each ad network.
Challenges of Header Bidding
Header bidding can be complex to implement and manage. Publishers need to have a good understanding of how header bidding works in order to implement it successfully.Another challenge with header bidding is that it can slow down page load times. This is because the header bidding solution needs to send requests to multiple ad networks simultaneously.
Header bidding is a powerful way for publishers to increase their ad revenue. However, it is important to note that header bidding can be complex to implement and manage. Publishers should carefully consider the benefits and challenges of header bidding before implementing it.