Post bidding is an innovative advertising technology that allows publishers to maximize their revenue from ad impressions. This article explores what post bidding is, how it works, and the pros and cons associated with it for publishers.
What is Post Bid?
Post bidding refers to a method of auctioning ad impressions that occurs after an ad server has initially declined to serve direct-sold or exchange-based line items. In this scenario, the ad server first selects a post-bid line item, which then triggers an auction among various demand sources to determine the highest bidder for the impression. This process contrasts with header bidding, where the auction occurs before the ad server makes its selection.
How Does Post Bid Work?
The mechanics of post bidding involve several key steps:
- Impression Request: When a webpage loads, it sends an impression request to the ad server.
- Initial Selection: The ad server evaluates available line items, including direct-sold ads and participating exchanges.
- Post-Bid Auction: If no suitable direct-sold or exchange-based ads are selected, the post-bid line item is activated. Here, Prebid.js or a similar wrapper runs an auction among demand partners to secure the best possible bid for the impression.
This method allows publishers to generate incremental revenue from impressions that would otherwise go unsold.
Pros of Post Bidding for Publishers
Increased Revenue Potential
One of the primary advantages of post bidding is its ability to generate additional revenue from previously declined impressions. By allowing multiple demand sources to compete after initial selection, publishers can often secure higher bids than they would through traditional methods.
Reduced Latency
Post bidding does not contribute additional latency to page load times since the auction occurs after the ad has been served. This feature enhances user experience by ensuring that ads load quickly without delays associated with pre-bidding processes.
Simplicity of Implementation
Implementing post bidding is relatively straightforward compared to header bidding. Publishers need only insert a third-party tag into their ad slots, minimizing technical complexities and development time.
Cons of Post Bidding for Publishers
Revenue Variability
While post bidding can increase revenue, it may also lead to fluctuations in earnings. The reliance on competitive bids means that revenue can vary significantly based on market conditions and demand sources available at any given time.
Limited Control Over Demand Partners
Publishers may find themselves with less control over which demand partners participate in auctions through post bidding. This situation can lead to challenges in maintaining consistent revenue streams if preferred partners are not included in the auction process.
Not Suitable for All Publishers
Post bidding may not be ideal for every publisher, particularly smaller ones lacking technical resources or those who prioritize rapid page load times over potential revenue increases. For these publishers, alternative methods like header bidding might be more appropriate.
Post bidding represents a valuable opportunity for publishers looking to optimize their ad revenue streams. By understanding its mechanics and weighing its pros and cons, publishers can make informed decisions about whether to implement this technology in their advertising strategies. As digital advertising continues to evolve, embracing innovative solutions like post bidding can help publishers stay competitive and maximize their earnings potential.