Publishers are increasingly adopting header bidding to increase yield and profitability. This new technology allows multiple buyers to bid for the same impression at the same time, circumventing the inefficient waterfall setup, and routing the impression to the highest paying advertiser. However, header bidding is currently used mostly for desktop inventory and mobile web.
But what about mobile apps?
With mobile in-app ad spend to reach $29.66 billion this year—according to eMarketer—publishers are looking for better ways to take a bigger piece of the pie. More and more publishers are looking to header bidding for this increase in yield and revenue. One such publisher and early adopter of header bidding is Bauer Xcel Media, which successfully sold 20 to 30 percent of its inventory through header bidding this year alone.
However, advertising (and header bidding) works differently on mobile apps. Demand is brought in via a software development kit (SDK); these are third-party code that developers integrate into their apps to perform certain functions, such as adding new demand sources or implement a header bidding solution.
The main problem with in-app advertising is that it’s getting increasingly harder to convince developers to implement additional SDKs from ad companies. “The days where developers are implementing dozens of different SDKs are ending if not over,” according to Omer Kaplan, co-founder of app discovery platform ironSource.
Another concern of some publishers with header bidding is slow page load times. Latency is even a bigger concern on mobile than it is on desktop. In-app header bidding—if not implemented correctly—can slow down page load times, increase data and battery consumption.
But a well-implemented header bidding solution can prevent latency issues and even help developers minimise future implementation of new SDKs since header bidding would already provide access to greater amounts of demand partners.
Properly executed, In-app header bidding can boost publisher revenues without compromising user experience.