Header Bidding
Publishers have more chances of generating higher revenues when they offer the ad inventory to several demand sources, which bid for the same ad inventory and the publisher is permitted to choose the most proficient one. On the other side, publishers organize their revenue in a waterfall structure. First of all, publishers solicit their impressions in one of the sales channels, and in case the customers don't offer high amounts for them, they scale down to a lower channels in the expectation that someone would make a higher-yielding bid.
In effect, one header bid source can increment the incomes by 10%...
You Will Want to Set up Header Bidding
In essence, header bidding intercorrelates two types of partners – Ad Exchange and the buyer. Some publishers prefer to deal with only one partner while others give preference to multiple-side partnership thus integrating AdX with buying platforms. Header Bidding allows both cases.
Moreover, when two or more partners are involved the same impression is subject to bid more than once and chance grow for higher yields. In such cases you risk valuable secret data to be viewed by the buyers. And here DFP Expert comes as a big helping hand.
In contrast to Header Bid, the customary ad servers such as Google DFP, chooses its customers based on the rankings. In case of available space on the publisher's website, Google's DoubleClick for publishers first suggests the inventory to directly sold ads, then, if there remains available space it offers to top-ranked ad exchange. The ranking mainly depends on quantity that a particular ad exchange buys. However, high ranking and high revenue are not always directly interrelated. Frequently, new suppliers with low ranks or not sufficient background offer higher rates, but the publishers may not always be aware of this. Hence, this kind of process causes considerable losses for publishers.
While, the Header Bid eliminates the "waterfall" problem, by eliminating any losses for publishers.
