The Importance of Video Advertising
Rising Demand and ROI
Video ads have become increasingly crucial in the digital advertising ecosystem. Recent surveys indicate that 74% of marketers achieve better ROI with video ads, and 94% plan to increase their investments in video advertising. This growing demand makes video header bidding an essential tool for publishers looking to capitalize on this trend.
How Video Header Bidding Works
The Bidding Process
The process begins when a user visits a webpage with a video player. The header bidding wrapper, embedded in the webpage’s header code, is triggered and sends ad requests to multiple supply-side platforms (SSPs) or ad exchanges. These platforms forward the requests to advertisers through their demand-side platforms (DSPs) and ad networks, allowing each advertiser to bid on the offered inventory.
Types of Video Header Bidding
Client-Side vs. Server-Side
There are two main types of video header bidding: client-side and server-side. In client-side bidding, the auction occurs on the user’s web browser, while server-side bidding processes bids on a remote server. Each approach has its advantages, and publishers should choose based on their specific needs and technical capabilities.
Implementation Steps
Setting Up Video Header Bidding
Implementing video header bidding requires technical expertise. The process involves creating a header bidding wrapper, combining it with an ad server, and performing essential testing. While this approach offers complete control, it demands extensive coding knowledge, making it challenging for many publishers.
Benefits for Publishers
Increased Revenue and Efficiency
Video header bidding offers several advantages for publishers. It typically drives up auction prices due to increased competition among demand partners6. Additionally, it streamlines the ad selling process, making it more efficient and potentially more profitable than traditional methods like the waterfall approach.
Future Trends
Evolving Technology and Opportunities
As video content continues to dominate digital media consumption, video header bidding is expected to evolve further. Publishers should stay informed about technological advancements and market trends to fully leverage this powerful monetization tool.