It’s no secret that header bidding has become standard in programmatic advertising. And that’s no wonder as it is a great technique where multiple ad exchanges can bid on an ad space simultaneously before the ad server makes its final decision. Like that the publishers are able to increase competition among advertisers, often leading to higher ad revenue and more transparency by allowing publishers to see all bids in real-time.
However, simply implementing header bidding isn't enough to maximize your advertising potential. Header bidding isn't a universal solution. Additional steps are needed to enhance ad revenue.
And that’s when we step in with our 6 best practices on how to set up your header bidding game like a pro!
1. Optimize page load speed
Load header bidding asynchronously to avoid slowing down page rendering. And: Limit bidding partners! Why? Because: While increasing the number of bidders can enhance competition, too many bidders can reduce page speed, if you are using Prebid Client only! So keep only the most effective ones. Additionally, use lightweight ad tags optimized for quick loading.
2. Implement server-side header bidding
Consider using a hybrid approach that combines both client-side and server-side bidding to balance speed and a more diverse range of demand partners. As a result you don't have to deal with a "full stack". Collaborate with technology providers who focus on low-latency solutions and offer strong support for server-side header bidding (SSHB).
3. Focus on data privacy and compliance
Use a comprehensive consent management platform (CPM) to effectively handle user consent. Ensure that any user data shared with bidders is anonymized to maintain privacy. Regularly audit your header bidding partners to confirm their compliance with privacy regulations.
4. Enhance yield management
Use dynamic floor pricing to adjust minimum bid prices based on current demand and inventory performance. Conduct A/B testing regularly to find the best configurations for your header bidding setup. Employ advanced analytics tools to understand bidder performance and make data-driven improvements to your yield.
5. Leverage data
Utilize first-party data to create detailed audience segments for more effective ad targeting. Integrate your first-party data and identification solutions with your header bidding setup to improve targeting and increase CPMs. DSPs these days are willing to pay much higher eCPMs for matched users, therefore; don't wait and start using ID solutions, if you have not taken care of it already! Ensure that the first-party data you are using complies with privacy regulations and respects user preferences.
6. Choose the right header bidding partner
Select partners with a strong industry reputation and proven reliability. Ensure your chosen partner offers cutting-edge technology and regularly updates their platform to keep pace with industry changes. Seek partners who provide comprehensive support and maintain transparency in their operations.
Let’s get started!
Implementing these six best practices can significantly enhance your header bidding strategy. By optimizing page load speed, leveraging both client-side and server-side approaches and prioritizing data privacy, you create a more efficient and compliant advertising environment. Additionally, focusing on yield management, utilizing first-party data, and selecting reliable partners ensures higher ad revenue and better user experience. Adopting these measures will position your programmatic advertising for sustained success and growth.
Need any help? Never hesitate to reach out! We’ll always help you out.
