The North Star of advertising has always been getting the right message in front of the right person, in the right place, at the right time. Before the broad adoption of header bidding, buyers faced significant obstacles on their journey – such as limited visibility into inventory, inconsistent access to audiences and difficult forecasting. Buyers could only operate as effectively as their exchange partner’s position in the ad server allowed.
This graphic – which can also be seen below – illustrates how header bidding empowers buyers. In this spirit, here’s what buyers need in order to improve performance:
- Inventory: clear view of publisher inventory
- Direct Buys: ability to compete with direct buys
- Credibility: reliable metrics to inform bidding strategy
Header bidding has amplified a DSP’s ability to capture consumers’ attention for its advertisers. With access to premium inventory and users, fairer evaluation in the ad server, and insight into win rates, buyers are enabled to bid smarter, win with consistency and more effectively address their target audiences. If you have any questions, reach out to your Index Exchange account team, and download the helpful guide here!