Can You Favor a Bidder in Header Bidding?

Header bidding has revolutionized the programmatic advertising industry by allowing multiple ad exchanges and demand partners to compete in a single auction with the same first-impression impression. However, the process can be intricate, especially when trying to strike a balance between the various bidders to ensure optimal performance across the board. One key aspect that is often overlooked is the priority setting for line items, which can significantly influence which bidders get the upper-hand in the header bidding auction. In this article, we will explore if and how you can favor a particular bidder, the importance of this setting, and some best practices to optimize your header bidding process.

Understanding Header Bidding

Header bidding, as the name suggests, occurs before the page render. It involves implementing a script in the header of your website that allows ad exchanges and other demand sources to submit their bid before the page is fully loaded. This way, all interested parties have a chance to serve their creatives in the first impression auction, increasing competition and potentially improving the CPM (Cost Per Mille) and overall revenue.

Key Considerations for Header Bidding

Before delving into the specifics of prioritizing bidders, it is crucial to understand the broader landscape of header bidding. Some key considerations include ad exchange performance, load times, and the overall impact on your site's performance. Balancing these factors is essential to achieve a harmonious auction dynamic.

Priority Setting for Line Items

One of the lesser-known yet powerful tools in header bidding is the ability to set priorities for your bidders. By adjusting the order and priority of your bidders, you can strategically influence which ad exchanges or demand partners are more likely to participate in the auction first. This can be particularly useful for bidders that traditionally take longer to respond.

Why Prioritize Bidders?

While all bidders should be given the chance to compete, some may naturally take longer to respond due to various factors such as server load, network latency, or even the nature of their auction system. Prioritizing these bidders can ensure that they do not get bypassed in the race for first-impression impressions.

Case Study: OpenX - A Slow-Responding Bidder

Consider the example of OpenX, which is known for its slower response times on average compared to other bidders. If you are specifically targeting high-paying ad dollars that OpenX provides, ensuring that OpenX is prioritized on your header bidding list can significantly boost their chances of participating in the auction. This strategic move can enhance the competitiveness of the auction and potentially increase the overall CPM.

How to Prioritize Bidders in Header Bidding

The process of prioritizing bidders involves a bit of technical know-how. Typically, you can set the priority order through the configuration of your header bidding wrapper. Here’s a general guide on how to do this:

1. Review Your Bids

First, analyze your current setup. Identify the bidders that are critical to your revenue and understand their response times and capabilities. This analysis will inform your prioritization strategy.

2. Configure Priority Settings

Once you have identified your key bidders, configure the priority settings in your header bidding wrapper. Most wrappers provide a feature to set the order in which bidders are called. Place the slower responders higher on the list to ensure they do not get left out.

3. Monitor Performance

After implementing the priority settings, monitor the performance of your bidders. Use tools like page load metrics and ad impression data to evaluate if the prioritization is having the desired effect. Adjust the settings as necessary to optimize your auction.

Best Practices for Optimal Header Bidding

While prioritizing bidders is a powerful strategy, it is just one piece of the puzzle. To achieve optimal performance in header bidding, follow these best practices:

1. Diversify Your Bidders

Do not rely on a single bidder. Diversifying your bidders can provide a more robust and competitive auction.

2. Use a Header Bidding Wrapper

A header bidding wrapper like HeaderMax or BidStack can simplify the process and offer additional features and flexibility.

3. Optimize for Load Times

Ensure your website load times are optimized, as slower load times can negatively impact the auction performance.

The Role of Priority Setting in Header Bidding

Priority setting for bidders is a critical component of header bidding. By strategically prioritizing certain bidders, you can ensure they do not get left out in the auction and increase the competitiveness of the overall process. While the primary goal of header bidding is to provide a fair and robust ad competition, prioritization can be a valuable tool in optimizing your ad revenue.

Conclusion

In conclusion, while it is possible to favor a particular bidder in header bidding by adjusting the priority order, it is crucial to do so thoughtfully and in alignment with your broader advertising goals. By understanding the nuances of header bidding and implementing effective priority settings, you can significantly enhance your ad auction performance and drive better revenue for your website.