{"id":28135,"date":"2021-04-22T09:50:42","date_gmt":"2021-04-22T07:50:42","guid":{"rendered":"https:\/\/yieldbird.com\/?p=28135"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"how-to-increase-the-auction-pressure-being-a-digital-publisher","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/how-to-increase-the-auction-pressure-being-a-digital-publisher\/","title":{"rendered":"How to Increase the Auction Pressure Being a Digital Publisher?"},"content":{"rendered":"\n

In the previous article, we analysed the factors that determine the final ad impression price<\/span><\/a> in the Programmatic model. We also noted, that Digital Publishers can increase the value of the rate by increasing the so-called Auction Pressure<\/em>. Let’s find out how to do it!<\/span><\/p>\n\n\n\n

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How to increase Auction Pressure for Publishers?\n<\/h2>\n\n\n\n

While remaining in the auction Programmatic ecosystem, the methods for increasing the Auction Pressure<\/strong> or directly affecting the final rate value of a given inventory may be as follows:<\/span><\/p>\n\n\n\n

1. Implementation of <\/span>Header Bidding<\/span><\/b>,<\/span><\/p>\n\n\n\n

2. Launching <\/span>Open Bidding<\/span><\/b>,<\/span><\/p>\n\n\n\n

3. Connecting external partners with <\/span>additional demand<\/span><\/b>.<\/span><\/p>\n\n\n\n

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Ad. 1 <\/span>Header Bidding<\/span><\/b>, in the simplest terms, is a mechanism that allows you to query other, external SSP platforms prior to the main auction on the ad server of a given Publisher. <\/span><\/p>\n\n\n\n

In other words, it gives you an opportunity to add extra demand to the auction and increase the chances of getting the highest bid possible for a given page view – higher than it would have been in the main auction (higher than the bid that would have been achieved in the main auction). <\/span><\/p>\n\n\n\n

A very important element of such an implementation is the optimal selection of these external SSP platforms; as not all of those available on the market work well with Publisher data, a given GEO, given users, etc. Some of them are sometimes dedicated to mobile traffic only, while others work “better” in larger desktop ads. <\/span><\/p>\n\n\n\n

What one needs to remember is the fact that the implementation of Header Bidding<\/a> requires development and an AdOps team, and, what\u2019s more, a business relationship with each of these platforms: i.e. a signed contract is required. Therefore, sometimes the independent implementation of Header Bidding is not easy for Publishers, and it is worth making recourse to off-the-shelf, easy-to-adapt, customized solutions.<\/span><\/p>\n\n\n\n

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\"how<\/figure>
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Many ready-made wrapper solutions limit your demand or you need a highly skilled technical team to carry out the deployment. <\/p>\n\n\n\n

But do you know QuickWrap<\/span><\/b><\/a>?<\/p>\n\n\n\n

Within a couple of clicks,
you can add any bidders and conduct adjustments, all through the no-code UI.<\/p>\n\n\n\n

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No More Limitations – Start Now<\/b><\/a><\/div>\n<\/div>\n\n\n\n

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Ad. 2 Another option for increasing the auction pressure is to launch the so-called <\/span>Open Bidding<\/span><\/b>. <\/span><\/p>\n\n\n\n

Open Bidding<\/a> (formerly EBDA<\/a>) is a mechanism created by Google that allows you to invite external platforms to compete in one main auction. This is nothing other than Google’s response to the growing share of SSP revenue in Header Bidding. It can be said that Google preferred to “admit” external SSPs in order to secure margin levels; and since it could not eliminate them. Regardless of this genesis, it should be emphasized that Open Bidding can increase auction pressure<\/strong>, rate per page views, and ultimately also the revenues of Publishers.<\/span><\/p>\n\n\n\n

It is very important that both these mechanisms, i.e. Header Bidding and Opening Bidding, can function on the same inventory. Again, it is important to select the SSP in each of these demand channels. Perhaps some are worth keeping only in Header Bidding, whereas others in Open Bidding only; whilst others do well by making recourse to both options.<\/span><\/p>\n\n\n\n

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