Time to start the journey I referenced in the blog post and discuss what winning is for publishers. This is not only the first topic (I’ll be posting other questions) but also just the first part of this thread as I think for something like header bidding there are many aspects to explore. I don’t pretend to know all the answers and I’m happy to be schooled if I have this all wrong. I just want to hear some new perspectives.
Header bidding has been a hit for publishers. I don’t know that I can recall someone every saying that they yielded less revenue after successfully implementing header bidding (note the highlight on successfully). Competition drives up prices and for publishers that’s not a good thing, it’s a great thing.
So yeah, header bidding has been a win and would love to hear from anyone that disagrees on that point alone. Anyone think it’s flat out a bad thing?
But is the win short lived? Some of the bump in revenue from header bidding was gaming SSPs to fight amongst themselves. At some point, some of those SSPs are simply going to go away and there will be less competition. If/when this happens, does revenue go back closer to original levels before header bidding or will CPMs stay up?
In other words, has the move to header bidding resulted in longer term higher CPMs for publishers or are these gains short lived?