Understanding the Basics
What is Header Bidding?
Header bidding is a programmatic advertising technique that allows publishers to offer their ad inventory to multiple ad exchanges simultaneously before making calls to their ad servers. This process occurs in the user’s browser, providing publishers with more control and transparency over the bidding process.
What is EBDA (Exchange Bidding Dynamic Allocation)?
EBDA, also known as Open Bidding, is Google’s server-side alternative to header bidding. It allows multiple ad exchanges and SSPs to participate in an auction simultaneously within Google Ad Manager, streamlining the process and potentially reducing latency.
Key Differences
Auction Location
Header bidding auctions take place in the user’s browser, while EBDA auctions occur inside Google Ad Manager’s ad server. This fundamental difference impacts various aspects of the bidding process, including latency and transparency.
Setup Complexity
Header bidding requires a more complex setup, involving the placement of JavaScript code in the website’s header. EBDA, managed by Google, offers a simplified setup process, which can be advantageous for publishers seeking ease of implementation.
Transparency and Control
Publisher Insights
Header bidding provides publishers with more transparency, allowing them to see auction details and understand why certain advertisers won bids. EBDA, while efficient, offers less visibility into the auction process, making it challenging for publishers to analyze bidding patterns in depth.
Customization Options
With header bidding, publishers have greater control over demand partners and can customize the bidding process. EBDA, being a Google-managed solution, offers less flexibility but provides a streamlined experience within the Google ecosystem.
Performance Considerations
Latency Impact
Header bidding can introduce some latency due to the client-side auction process. EBDA, leveraging Google’s server infrastructure, potentially offers reduced latency, leading to faster ad serving and page loading times.
Revenue Optimization
Both header bidding and EBDA aim to increase publisher revenue by allowing multiple demand sources to compete simultaneously. The choice between the two may depend on a publisher’s specific needs and existing ad tech stack.
Implementation Requirements
Technical Prerequisites
Header bidding is accessible to most publishers, requiring only the addition of JavaScript to the website. EBDA, however, necessitates access to Google AdX and is primarily available through Google’s premium ad serving platform, GAM360.
Payment Processing
EBDA simplifies payment management by handling it through Google, while header bidding may involve varied payment processes depending on the specific implementation and partners involved.
Making the Right Choice
Assessing Your Needs
Publishers should evaluate their priorities regarding control, transparency, ease of use, and existing partnerships when choosing between header bidding and EBDA.
Considering Future Scalability
The decision should also account for long-term scalability and the potential need to adapt to evolving ad tech landscapes. Both solutions offer unique advantages that may align differently with a publisher’s growth strategy.