Connect with us

MARKETING

How to Use Header Bidding

Published

on

Despite the technology involved in the adtech space, there are still many inefficiencies and unfair practices that need to be ironed out. Header bidding is a solution that brings publishers and advertisers together.

What Is Header Bidding?

Header bidding is a process where many advertisers simultaneously bid (in real-time) in a digital auction to win ad space on your website. This auction occurs outside your primary ad server every time your pages load or whenever an ad unit refreshes.

how header bidding works

For publishers, the primary advantage is it helps ensure you get the best deals on your ad space. To do this, you must ensure that you reach out to supply-side platforms (SSPs) and other demand partners to ensure you have many advertisers to bid on your inventory.

Header bidding is a more refined way of auctioning off your ad inventory. While it may be a bit more complex to implement than traditional methods (like waterfall bidding), it has many advantages that make it worth the hassle.

How Header Bidding Works

Here’s how the whole process play out when a visitor lands on a publisher’s page:

  • A visitor clicks a link that takes them to a web page
  • As the page loads, the short string of JavaScript in the page’s header makes a call to your demand partners or ad networks
  • Each demand partner places a bid on the publisher’s ad inventory
  • The winning bid is directed to the publisher’s ad server
  • The publisher’s ad server then connects the user to the advertiser’s server and displays the winning ad

The process may involve several steps, but it takes less than a second from start to finish.

Header Bidding Vs. Waterfall Bidding

One of the most popular methods of buying and selling ad space was waterfall bidding. It has worked pretty well for the past few years, and some publishers are still reluctant to move away from it to embrace header bidding.

The question, however, is which is better: header bidding or waterfall bidding?

To properly understand why it is your better option, we need to briefly look at what waterfall bidding is and its pros and cons.

What Is Waterfall Bidding, and How Does It Work?

Waterfall bidding is one of the earliest forms of programmatic bidding.

Waterfall bidding is an old-school way of ad serving in which publishers set a floor price for their ad space. The publisher sets the priority for each advertiser or ad network they’re connected to.

When selling ad impressions using the waterfall bidding process, inventory is offered to advertisers at a fixed minimum price per impression. The first ad network to bid at that price gets the slot.

Another important aspect of waterfall bidding is that the bidders don’t get to bid randomly. Networks that rank higher, thanks to higher historical yield, get dibs on bidding.

In a sense, waterfall bidding isn’t accurate bidding at all.

The most significant disadvantage of waterfall bidding is that the price you sell your inventory at doesn’t necessarily reflect its true value.

Ad space that remains unsold is passed on to the next ad exchange, determined by size, not the amount of the bid. The process goes on until the inventory is sold. It’s from this cascading nature of passing down inventory that the waterfall method gets its name.

Unfortunately for publishers, this means if the runner-up advertiser was willing to pay more, the publisher misses out on getting more revenue.

9 Reasons You Should Use Header Bidding

You’ve probably noticed a few advantages that header bidding has (for both publishers and advertisers) over other methods of auctioning off ad space.

Some of these benefits include:

1. Header Building Gives Publishers Access to More Advertisers

For publishers, a significant advantage of header bidding is it allows you to expand and diversify the advertisers on your site. It ensures that you’re not reliant on a small set of advertisers. Doing so helps increase your business’ resilience and adaptability.

2. Fair Bidding

One of the biggest advantages for advertisers is that it levels the playing field. That’s because no advertiser has an advantage. All bids are placed fairly, and the highest bidder wins, no matter who they are (and even if they use AdEx).

3. Header Building Improves Auction Efficiency

This type of bidding utilizes real-time pricing instead of the historical pricing used by other ad auction models. This makes it faster and more efficient.

4. Header Bidding Gives You More Control

For publishers, one of the main advantages is it gives you more control over the sources that can participate in the bidding process. As a publisher, you retain control over your site.

5. Increased Revenue

Another reason publishers like header bidding is the increased ad revenue. Not only can you charge more for your premium inventory, but you are also assured that the highest bidder wins every time.

6. Improved Ad Quality

Thanks to the increased competition, advertisers work hard to ensure their ads are high quality and more relevant to a publisher’s audience. Improved ad quality helps ensure a better user experience (UX.)

7. Improved Yield

With header bidding, you rely less on a single supply-side platform. As a result, your overall yield increases due to smarter allocation of impressions and increased fill rate.

8. Increased Fill Rates

One main reason you should use header bidding is that it exposes you to more advertisers. This has the huge advantage of increasing the chances of publishers filling all their ad slots.

9. Better Transparency

Advertisers enjoy the improved transparency that header bidding affords. They have access to all the publisher’s inventory, and thus know what’s available and how much it can cost them. This transparency helps advertisers make informed bidding decisions.

Header bidding has so many advantages for both publishers and advertisers, it’s undoubtedly worth the effort to implement it.

What Are the Drawbacks of Header Bidding?

While this type of bidding might seem like the perfect solution for both advertisers and publishers to maximize their returns, it does have its drawbacks. Here are the main ones:

Increased Latency

To run header bidding, publishers have to add a script to their site, which can slow down page load speed, resulting in a poor user experience. Another caveat is that the more advertisers that bid on your inventory, the more the page latency is affected.

You can mitigate these by following website optimization best practices to ensure your pages load faster.

Increased Management Overheads

Once you’ve set up header bidding, it requires close management to ensure it performs well. Besides ensuring that your code is working well for all your partners, adjusting bids, timeouts, and several other tasks are required to keep your header bidding optimized.

Infrastructure Costs

Implementing this bidding style can lead to increased infrastructure costs for SSPs and demand-side platforms (DSPs). One reason for this is the increased load on their servers. Another reason is the required tools and personnel needed to run it.

Header bidding may have its drawbacks, but overall, the pros definitely outweigh the cons.

How to Implement Header Bidding

Implementing header bidding for publishers can be a complicated process. Setting it up is tedious as it may require you to develop countless line items of ad inventory. As said, this can have an impact on your page load speed. The consequences are poor UX for both advertisers and website visitors.

Thankfully, there are a couple of solutions for that: wrappers and server-side.

Header Bidding Wrappers

Header bidding wrappers are code containers that help ensure all auctions start simultaneously and end on time. Wrappers also ensure ads load asynchronously. This means the page’s content can load before the ads, ensuring your website latency doesn’t impact visitors

Server-Side Header Bidding

Another solution is to implement server-side header bidding.

Traditional header bidding takes place client-side (also called browser-side), meaning it depends on the browser to handle individual networks’ requests. Of course, this can put a strain on resources; something header wrappers can help address.

If many networks access the header wrapper, it triggers several JavaScript processes that make site load speed suffer.

One way to solve that problem is to limit the number of advertisers that can bid for your inventory. However, that defeats the purpose of header bidding, as you want as many advertisers as possible to participate.

Server-side header building is a solution to this problem. Server-side header bidding takes the bidding process off your browser and moves it to an external server.

To do this, you must embed code on the back-end of your website. This way, all the heavy work is transferred from your browser to your ad server. As a result, your browser can focus on the one thing it’s meant to do: serve your website visitors with content.

One of the most significant advantages of server-side is that it helps improve page load times. It also helps ensure a more efficient bidding process.

Conclusion

Whether you’re a publisher or advertiser, you should consider a header bidding strategy.

For advertisers, header bidding levels the playing field by allowing everyone to bid fairly, no matter the ad network’s size.

Publishers ensure their ad inventory sells for what it’s worth. Your primary task is to drive traffic to your website and let the bidding code do the heavy lifting of monetizing your website. With header bidding, you won’t leave money on the table, which is a win-win for everyone involved.

If you need help implementing a header bidding strategy (or even a holistic campaign that incorporates other digital ad strategies), let our agency know. Our team of experts can help!

Have you tried header bidding as a publisher or advertiser?

What was your experience with it?

See How My Agency Can Drive Massive Amounts of Traffic to Your Website

  • SEO – unlock massive amounts of SEO traffic. See real results.
  • Content Marketing – our team creates epic content that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

Book a Call

Neilpatel.com

MARKETING

SEO Recap: ChatGPT – Moz

Published

on

SEO Recap: ChatGPT - Moz

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

We’re back with another SEO recap with Tom Capper! As you’ve probably noticed, ChatGPT has taken the search world by storm. But does GPT-3 mean the end of SEO as we know it, or are there ways to incorporate the AI model into our daily work?

Tom tries to tackle this question by demonstrating how he plans to use ChatGPT, along with other natural language processing systems, in his own work.

Be sure to check out the commentary on ChatGPT from our other Moz subject matter experts, Dr. Pete Meyers and Miriam Ellis:

Video Transcription

Hello, I’m Tom Capper from Moz, and today I want to talk about how I’m going to use ChatGPT and NLP, natural language processing apps in general in my day-to-day SEO tasks. This has been a big topic recently. I’ve seen a lot of people tweeting about this. Some people saying SEO is dead. This is the beginning of the end. As always, I think that’s maybe a bit too dramatic, but there are some big ways that this can be useful and that this will affect SEOs in their industry I think.

The first question I want to ask is, “Can we use this instead of Google? Are people going to start using NLP-powered assistants instead of search engines in a big way?”

So just being meta here, I asked ChatGPT to write a song about Google’s search results being ruined by an influx of AI content. This is obviously something that Google themselves is really concerned about, right? They talked about it with the helpful content update. Now I think the fact that we can be concerned about AI content ruining search results suggests there might be some problem with an AI-powered search engine, right?

No, AI powered is maybe the wrong term because, obviously, Google themselves are at some degree AI powered, but I mean pure, AI-written results. So for example, I stole this from a tweet and I’ve credited the account below, but if you ask it, “What is the fastest marine mammal,” the fastest marine mammal is the peregrine falcon. That is not a mammal.

Then it mentions the sailfish, which is not a mammal, and marlin, which is not a mammal. This is a particularly bad result. Whereas if I google this, great, that is an example of a fast mammal. We’re at least on the right track. Similarly, if I’m looking for a specific article on a specific web page, I’ve searched Atlantic article about the declining quality of search results, and even though clearly, if you look at the other information that it surfaces, clearly this has consumed some kind of selection of web pages, it’s refusing to acknowledge that here.

Whereas obviously, if I google that, very easy. I can find what I’m looking for straightaway. So yeah, maybe I’m not going to just replace Google with ChatGPT just yet. What about writing copy though? What about I’m fed up of having to manually write blog posts about content that I want to rank for or that I think my audience want to hear about?

So I’m just going to outsource it to a robot. Well, here’s an example. “Write a blog post about the future of NLP in SEO.” Now, at first glance, this looks okay. But actually, when you look a little bit closer, it’s a bluff. It’s vapid. It doesn’t really use any concrete examples.

It doesn’t really read the room. It doesn’t talk about sort of how our industry might be affected more broadly. It just uses some quick tactical examples. It’s not the worst article you could find. I’m sure if you pulled a teenager off the street who knew nothing about this and asked them to write about it, they would probably produce something worse than this.

But on the other hand, if you saw an article on the Moz blog or on another industry credible source, you’d expect something better than this. So yeah, I don’t think that we’re going to be using ChatGPT as our copywriter right away, but there may be some nuance, which I’ll get to in just a bit. What about writing descriptions though?

I thought this was pretty good. “Write a meta description for my Moz blog post about SEO predictions in 2023.” Now I could do a lot better with the query here. I could tell it what my post is going to be about for starters so that it could write a more specific description. But this is already quite good. It’s the right length for a meta description. It covers the bases.

It’s inviting people to click. It makes it sound exciting. This is pretty good. Now you’d obviously want a human to review these for the factual issues we talked about before. But I think a human plus the AI is going to be more effective here than just the human or at least more time efficient. So that’s a potential use case.

What about ideating copy? So I said that the pure ChatGPT written blog post wasn’t great. But one thing I could do is get it to give me a list of subtopics or subheadings that I might want to include in my own post. So here, although it is not the best blog post in the world, it has covered some topics that I might not have thought about.

So I might want to include those in my own post. So instead of asking it “write a blog post about the future of NLP in SEO,” I could say, “Write a bullet point list of ways NLP might affect SEO.” Then I could steal some of those, if I hadn’t thought of them myself, as potential topics that my own ideation had missed. Similarly you could use that as a copywriter’s brief or something like that, again in addition to human participation.

My favorite use case so far though is coding. So personally, I’m not a developer by trade, but often, like many SEOs, I have to interact with SQL, with JavaScript, with Excel, and these kinds of things. That often results in a lot of googling from first principles for someone less experienced in those areas.

Even experienced coders often find themselves falling back to Stack Overflow and this kind of thing. So here’s an example. “Write an SQL query that extracts all the rows from table2 where column A also exists as a row in table1.” So that’s quite complex. I’ve not really made an effort to make that query very easy to understand, but the result is actually pretty good.

It’s a working piece of SQL with an explanation below. This is much quicker than me figuring this out from first principles, and I can take that myself and work it into something good. So again, this is AI plus human rather than just AI or just human being the most effective. I could get a lot of value out of this, and I definitely will. I think in the future, rather than starting by going to Stack Overflow or googling something where I hope to see a Stack Overflow result, I think I would start just by asking here and then work from there.

That’s all. So that’s how I think I’m going to be using ChatGPT in my day-to-day SEO tasks. I’d love to hear what you’ve got planned. Let me know. Thanks.

Source link

Continue Reading

MARKETING

What Is a White Paper? [FAQs]

Published

on

What Is a White Paper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

(more…)

Continue Reading

MARKETING

HubSpot to cut around 7% of workforce by end of Q1

Published

on

HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.


Get MarTech! Daily. Free. In your inbox.



About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

Source link

Continue Reading

Trending

en_USEnglish