One of the current hottest debates in the world of digital marketing today is header bidding. As much as it is a useful platform, most people have no idea about it or how it works. The technology is useful for both advertisers and publishers alike. The advertisers need to get the best publishers, and this option allows then to do so outside the ad server. In the past, the advertisers would use waterfall method which prioritizes the ads through the ad server. So, what is this header bidding all about?
A guide to head bidding usefulness in digital marketing
High-quality inventory access
Initially, advertisers could hardly get sufficient access to the publisher’s server or inventory. The system used was faced with numerous challenges. Private market deals and directly sold deals were the only ones who could gain access to the best or premium inventory. However, header bidder allows all advertisers to have all the inventory access. They can bid for any space and on the web pages, and if they win, then it is guaranteed for them.
This is a game changer in the digital marketing world as one is only limited to the ad space of their choice by the power to win a bid. Today, most digital marketing agencies help companies to place bids on high authority web pages and win bids.
Now let us look at it this way. The traditional method only allowed potential advertisers to rely on exchange tags placed in the ads space of a publisher to forecast on the possible inventory. However, this creates variations when the ad server is doing the allocations. Therefore, it was difficult to guarantee an ad space at the direct and private deals can occupy what you had predicted. However, the header bidding is served by a bidder technology that allows transparency into the publisher inventory.
Allows advertisers to have global reach
The header binding option allows people to get publishers from all over the globe and thus, they can advertise anywhere without limitation. Additionally, this technology allows the advertisers to do a precise targeting of the relevant niche in the market and pass the relevant information. With the help of an SEO expert, any company can reach their target market using any relevant publisher they wish.
Header bidding has contributed t revolutionize the publisher ads marketplace. A great transition from the old biased method to a new fair platform for all advertisers to bid for space they want to advertise on.