Side effects of header bidding, Hot Topic: Header Bidding, Feb 2017

Header BiddingSide Effects &

Strategies

Dave KatzVP/GM Programmatic & Data @ Univision

@DaveZKatz

HEADER BIDDING

Page Load Time Resources

Costs Strategies

• More header partners = slower pages• Concurrent requests with disparate timeouts• Slows down the whole page, not just the ads

Strategies/Solutions: • Server-to-server integrations• Cap the number of headers on page

Header Bidding can Increase Page Load Times

• Each header integration requires development directly onto the pages

• Some partners refuse to go into a wrapper

Strategies/Solutions: • Choose a single header wrapper• Prioritize key partnerships based on inventory

distribution

Implementing Header Bidding Requires Development Resources

• Developing technology that reduces latency and connects multiple platforms is costly

• Keeping up with multiple technologies requires more dev experts

Strategies/Solutions: • Integrate based on publisher preferences and

revenue potential• Integrate with key tech players

Server to Server can be Expensive… for SSPs

Thank You! Dave Ka tz@DaveZKatz