Advanced programmatic techniques: header bidding and Connected TV

Among the different advanced programmatic techniques, there is the header bidding (HB). HB is a way for ad sellers to get more revenues out of their ad inventory.

Through HB, display pubs offer their inventory to multiple ad exchanges simultaneously before making calls to their ad servers. The idea is that by letting multiple demand sources bid on the same inventory at the same time, pubs increase their yield and make more money.
For buyers, HB means more premium inventory available programmatically.

After gaining momentum in 2015 in the display industry, now, it’s making inroads with connected TV (CTV).

CTV brings the advantages of programmatic to TV advertising but, CTV inventory has predominantly been sold through direct sales, meaning not all inventory has been available to all buyers.
Header bidding could be the alternative (in CTV began seeing adoption only in late 2019).

While the tech sounds promising, there are skeptics.
Anyway, companies such as Amazon, Disney, Comcast and Roku and traditional media firms like Discovery, are now experimenting in the space and although it’s very early days, companies believe the tech has the potential to upend the $70 billion TV market.

Will header bidding in CTV’s industry be just a patch, or a long-term solution?

Other sources: see in the LinkedIn comments.

Previously posted by Luca Brighenti via LinkedIn.