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Livingly Media’s Experience With Header Bidding
Feb 23, 2016
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Danny KhatibPresident and COO, Livingly [email protected]
Mike McNeeleySenior Product Manager, [email protected]
Presenters and Intro
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Livingly Media & AppNexus
AppNexus is one of the FASTEST HEADER BIDDING
partners for Livingly
GROWTH IN TWO MONTHS
INCREMENTAL REVENUE
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Livingly Media & AppNexus
The rise of header biddingLivingly’s experience with header biddingLivingly’s recommendations for publishers considering header biddingQ & A
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Topics
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The Rise of Header-Bidding
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Header-Bidding — Gains Steam in Ad TechTHE RISE OF HEADER BIDDING
‘The ad tech industry is waging a secret war on Google’
‘The Rise Of 'Header Bidding' and The End of The Publisher Waterfall’
‘HEADER BIDDING – Another nail in the second-price coffin’ ‘WTF
is header bidding?’
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Header bidding allows SSPs & buyers to submit their price into the publisher adserver.
• Higher Yield for Publishers• True competition between Guaranteed, Network and RTB demand • Allows Demand partners to compete with AdX in EDA setup• Higher cookie match for participants
• Improved Auction Mechanics• Header bidding set up can eliminate the need for ‘waterfall’ integration set up• Addition of header bidding does not disrupt existing waterfall
• Higher fill rates • Minimizes impression waste
THE RISE OF HEADER BIDDING
Why is Header-Bidding on the Rise?
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Discussion on Livingly’s Experience with Header Bidding
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• When and why did Livingly decide to do header bidding?• What were Livingly’s considerations as they evaluated header bidding partners?
LIVINGLY’S EXPERIENCE WITH HEADER BIDDING
Livingly: An Early Adopter of Header Bidding
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LIVINGLY’S EXPERIENCE WITH HEADER BIDDING
Implementation Experience
• How did Livingly implement header bidding? • Did Livingly use a wrapper? • What were the challenges specific to implementation?• Did Livingly find support?
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LIVINGLY’S EXPERIENCE WITH HEADER BIDDING
Results with Header Bidding
• What went well?• What were the challenges?• Overall Experience/ Results?• How did this decision influence tech and business decisions for Livingly’s parent
company?
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Livingly’s Recommendations for Publishers Considering Header Bidding
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LIVINGLY’S RECOMMENDATIONS
Recommendations for other Publishers
• What is your ideal number of header bidding partners to work with? How do you evaluate partners once they are live?
• Do you have any other recommendations for smoother implementation? • What are your thoughts on using wrappers? • What is the future of header bidding? Is it a FAD?
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Closing Remarks and Q&A
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Thanks!For more information contact [email protected]
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APPENDIX
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