How STEP Network Optimized Header Bidding Management and Demand Generation

Step Network, one of the largest media group in the Scandinavian region, faced a major challenge in effectively managing Header Bidding auctions and maximizing demand for their multiple associated sites. The existing approach required manual changes in source codes for each connected website, leading to inefficiencies and limitations. STEP Network sought a solution that offered control, transparency, and flexibility to address its unique requirements.

Prebid Stack not only provided the fundamental functionality of a header bidding wrapper but also offered advanced features like server-side, client-side, or hybrid bidding, analytics modules, and access to Yieldbird Demand. Additionally, custom features were developed to enhance user experience, including A/B testing and custom lazy loading. The solution ensured simplicity and customization for STEP Network’s numerous connected websites, enabling intuitive configuration without the requirement for coding or developer expertise. However, a custom code feature was also available for specific customization needs.

The implementation of the header bidding solution had a significant impact on STEP Network’s advertising ecosystem. By allowing multiple demand partners to participate simultaneously, the solution created a highly competitive environment, resulting in increased auction pressure. This, in turn, led to diversified income resources for STEP Network’s publishers, empowering them to maximize revenue potential.

To evaluate the solution’s performance, we analyzed the Prebid Stack’s processing capability with a monthly average of 600 million ad requests. The primary objective was to assess the efficiency and effectiveness of the Prebid Stack solution in handling a significant volume of requests. The results demonstrated that Prebid Stack effectively managed the high ad request volume, ensuring smooth auction processes and optimal revenue outcomes for STEP Network’s publishers.