Improperly Implemented Header Bidding Tags Cause Page Slowdown and Decreased Revenue for Publishers

Written by Gabriel DeWitt, VP Technical Operations It seems like lately there is no such thing as a slow week in header bidding, with each week bringing new advancements, new learnings, and new controversy. These last few weeks have been no exception. Since the advent and rising popularity of header bidding wrappers, the new technology has been plagued with an undeserved reputation for increasing latency and hurting page performance. This reputation has continually perplexed those on my solutions team, as timeRead more

Index Exchange Integrates Facebook Audience Network Bidder into Header Tag Wrapper

Today marks an exciting day for Index Exchange as we officially announce Facebook as the latest demand source to be integrated into the Header Tag Wrapper. Through this integration, media companies leveraging the wrapper will now be able to access demand from Facebook Audience Network. At launch, publishers taking advantage of this integration  include AMI, Business Insider, Elite Daily, Fusion Media Group (Gizmodo, The Onion, Fusion, Root), Mashable, The Washington Post, and The Weather Company, an IBM Business.  Since theRead more

5 Questions to Ask When Considering Server Side Header Bidding

Server side integration has become the latest buzziest phrase in ad tech, raising a lot of questions from our partners as they consider if server side header bidding is right for them. We’ve pulled together the most commonly asked questions for a deep dive into the tradeoffs involved, how s2s works, and why now. Please click to view our full whitepaper: 5 Questions to Ask When Considering Server Side Header Bidding.Read more

Cyber Monday: A Peek Into This Year’s Holiday Season Buying Trends

The day we (in the advertising industry) have been waiting for all year has finally come! In this highly competitive time for our industry, there are things that we – programmatic believers – can learn from, apply to future strategies and observe about the changing landscape of our growing space, as evidenced by Monday’s cyber activity around the world. Cyber Monday is a great way to see what the world’s top marketers are after and what they are willing toRead more

Sold! An Inside Look on Net vs Gross Bids

This post is dedicated to all publishers engaged in header bidding today, as an advisory. I will cut right to the chase: I am talking about NET vs GROSS bid prices submitted via the header. Where net represents the bid price offered, with sell-side margin factored in by the vendor, and gross price does not build in the cost of the vendor’s service. Simply put, net prices reflect the dollar value that goes directly to the publisher’s pocket. Gross pricesRead more

The Inception of a Wrapper, Neutrality and a Look Ahead

By the summer of 2015, Index Exchange (along with our peers in the marketplace) was actively, albeit manually, integrating header bidding into publisher sites at great scale while realizing the advantages it could bring to the industry at large. While header bidding has since delivered on the promise of greater transparency, competition and more revenue for media companies, our publishers came to us at this time to expose a pain point: arduous implementation. After talking with several of our mediaRead more

Exchange-Wide Non-Human Traffic Rate is Low – Header’s Is Even Lower

As more marketer dollars move to programmatic, vigilance for fraud is expected. A couple of years ago, as the industry started really looking into the cost of fraud, concern swelled significantly. Facts and figures emerged that were often alarming and sometimes downright scary. Those facts and figures are still around and getting scarier – White Ops and the ANA released a study asserting that the advertising industry could lose $7.2B to bots in 2016. Eek. Index Exchange has a cleanRead more

The Reign Continues: Header Accounts for 82% of UK Spend in July 2016

Index Exchange’s foray into the United Kingdom began last year and today, it’s our third-biggest market, in terms of spend, impression volume, and bid requests. It’s been interesting to see how the market has grown over time and what types of ad units, prices, and auction types buyers and publishers gravitate towards. Much like we’ve seen in the United States, United Kingdom publishers are selling the bulk of their inventory and accruing most of their spend through header-based integrations. AsRead more

Auctions, Ad Units, and Pricing in July 2016: The Supply Side

Yesterday we profiled the most active buyers in the Index Exchange marketplace during the month of July 2016. Today, we’re covering the sell side and the inventory these buyers gobbled up during July. Below you’ll find information on header dominance, top performing ad units, and how CPMs by auction type compare. Header Share of Total Revenue has Grown Each Month – July was No Exception Index Exchange identified header-based selling’s potential for disruption in mid-2015. It was incredible to seeRead more

Video’s Steep Climb – 1H 2016

If you’re reading this post, chances are you’ve heard the industry buzz around video, and you’ve read proclamations about how video advertising stands to grow as a dominant digital advertising revenue stream in the next few years. The data is staggering – apparently 1/3 of all online activity is spent watching video, and it’s poised to make up 35% of all online ad spending this year.  As publishers seek to capitalize on audience consumption habits, protect the user experience, andRead more