OpenX Launches Header Bidding Line Item Capability for Ad Server Clients
Header bidding, once viewed as a hack to insert more programmatic demand into a publisher’s ad server, has quickly turned into an integral part of our publisher partners’ monetization strategies.
OpenX is unveiling what it calls the industry's first header bidding line item capability for ad serving. The new approach should be more precise and help save time when using multiple header bidding partners and OpenX claims its already improving efficiency and yield for OpenX Ad Server publisher clients.
This feature eliminates the painstaking and inefficient creation of a hundred or more line items per demand partner at different price points and replaces them with a single header bidding line item with a dynamic price triggered by a key value pair. The header bidding line item passes the exact price of the bid for precise performance tracking and reporting which should be very appealing to publishers.
“The header bidding line item is a huge step toward more intelligent ad serving. A single ad ops member was able to traffic a header partner in less than 15 minutes, and eCPMs increased immediately as we could take advantage of penny increments with no limitations or increased workload,” said Stephanie Snow, vice president of ad operations at Intermarkets, Inc. “This feature has been a huge asset to our Yield team as well, providing insightful performance analytics in a clean and concise way.”
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