Moving Toward A Holistic Approach: Yield Management & Header Bidding by Romain Job (Smart AdServer’s Regional Manager US)
The past months have seen a lively discussion about holistic yield management (HYM) and header bidding (HB). Let’s outline the differences.
HB (sometimes called pre-bid or advanced bidding) is an upstream bidding process designed to maximize monetization of impressions. HYM efficiently manages the interaction of traditional and programmatic inventory to maximize the revenue of the entire inventory. HB can be part of the HYM strategy. HYM strategy isn’t necessarily a part of HB.
HB lets a publisher or ad network access multiple demand platforms to assess the inventory’s real value. The pre-bidding process takes place before actual bidding, which — if successful — would yield immediate ad delivery. Technically, publishers and Web site owners implement HB through a specific tag wrapped in the website header. This lets the demand side submit bids before the ad server/supply-side platform (SSP) request.
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