Header Bidding is a new monetization solution that allows several advertising sources to be called up in parallel with the page load and to compete in a real-time auction.
We adopted Header Bidding in order to meet our clients' CPM and fill rate requirements as well as to improve the UX for all video users.
Header Bidding allows us to move away from the traditional advertising cascade mode.
The different sources of demand are now called up as soon as the page is loaded and no longer when the player is triggered. This pre-loading of ad tags provides a better UX with reduced loading times for the user.
The different sources are now put in competition in a real time auction, which mechanically increases the CPM and the fill rate of our players.
However, you still have control over the monetisation of your players: it is possible to deactivate the competition to give priority to your campaigns.
Header Bidding uses Prebid.js technology, which is also used for monetisation in Display.
Header Bidding can be activated directly on our side but it requires that the different sources of demand that you wish to use are properly set up in GAM (Floor, granularity, etc.). Digiteka also connects its own demand source.