Header bidding revolutionized the digital advertising space by allowing publishers to simultaneously solicit multiple bids for an ad impression. As the practice grew in popularity, a need emerged for standardized, open-source solutions to simplify the process. Enter Prebid.
The Revolution of Header Bidding
In the complex realm of digital advertising, header bidding has emerged as a groundbreaking practice that allows publishers to obtain bids from multiple platforms simultaneously. This has increased competition in the digital advertising ecosystem and given publishers new options for sourcing and optimizing their ad revenue streams. Within header bidding, choices like Prebid and Google’s Openbid present their own set of opportunities and challenges.
Understanding Prebid
Prebid stands out as the leading header bidding solution and it’s free, open-source, and available for any publisher. But Prebid is more than just a product. It’s:
- A Product Suite: An array of software tools enabling publishers to incorporate header bidding on various platforms.
- A Community: Comprising developers from diverse ad tech companies.
- An Organization: Prebid.org actively promotes Prebid products, collaborating with the ad tech community for better solutions.
The journey began with the launch of Prebid.js in 2015, which aimed to bring standardization and simplicity to header bidding. Over the years, with the participation of more companies, Prebid has grown to support 300+ demand partners and countless websites.
Diving Deep into Prebid Products
- Prebid.js: The JavaScript library running in the browser simplifies the header bidding process, with the bonus of reducing latency.
- Prebid Server: A server-side solution speeding up auctions and supporting mobile apps and AMP sites.
- Prebid Mobile: Enabling header bidding within mobile apps for both iOS and Android.
- SharedID: A native hosted ID offering balancing simplicity and privacy.
- Modules: Add-on code extending core functionality. These modules help in bidding, analytics, real-time data, user ID, and much more.
Why Choose Prebid?
Publishers can reap a plethora of benefits from Prebid:
- It’s free and open-source.
- Regular innovations by Prebid.org members.
- A vast repository of working header bidding adapters.
- Asynchronous and single time-out for better user experience.
- Modules, tools, and analytics for a tailored setup.
- A robust community for guidance, best practices, and support.
Challenges of Latency & Prebid’s Solution
A common concern in header bidding is latency – the delay between sending a bid request and getting a response. Prebid provides several options to tackle this:
- Minimizing bidder count.
- Server-side processing via Prebid Server.
- Setting a strict time limit for receiving bids.
- Using asynchronous processing.
- Regular A/B testing is encouraged to find the right balance for your specific needs.
Community and Support
An active community supports Prebid, continually guiding its evolution to cater to the header bidding ecosystem. Support is readily available via Github repositories, and a plethora of documentation exists to assist in various integrations.
Membership and the Real Cost
Prebid may be free, but time investment is needed for setup, especially when working with various Supply Side Platforms (SSPs). Waytogrow already has agreements in place with 30+ SSPs and Demand Side Platforms (DSPs), including industry leaders like Criteo, Index Exchange, RTB House, Equativ, PubMatic, Sovrn, Fluct, and Triplelift. This allows us to give publishers immediate access to an advanced ad stack within days, saving them considerable time and effort.
In the ever-evolving world of digital advertising, tools like Prebid are making waves by democratizing access and ensuring publishers can optimize their revenue. Whether you’re new to header bidding or a seasoned pro, understanding the difference and synergies between Prebid and header bidding is crucial in today’s ad tech landscape.
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