One of the most frequently discussed concepts within latency is the impact that header bidding is having on the performance of publisher sites. Gabriel DeWitt, VP of Technical Operations at Index Exchange, recently shared his thoughts on the topic with AdPipes founder Dan Layfield.
For those unfamiliar with latency, Gabriel begins with dividing it into three sections:
- DOM rendering: or how fast the content of the webpages shows in the browser
- Network bandwidth: which comprises a volume of network calls, and whether Wi-Fi or DSL is in use
“I would advocate strongly for publishers to consider header bidding, and even multi-header bidding, because the benefits it can bring in terms of opportunity is very strong,” said Gabriel DeWitt, VP of Technical Operations at Index Exchange. “And the risk that it brings in terms of your page getting much slower is, I would argue, not even there. If done correctly.”
The key to an effective header bidding solution is its execution. While header bidding will always necessitate a certain amount of code, many platforms are now offering publishers a wrapper solution. Index Exchange provides a wrapper that does the work on behalf of the publishers; it moves away from coding to page and instead provides a customised solution that addresses the specific needs of their integration.
Also discussed are potential avenues forward for header bidding, including the emerging market for UI-based wrapper solutions and further customisation. The full article and podcast can be found here on the AdPipes Blog.