EnhanceMyApp Episode 08 – Is Header Bidding Replacing The Waterfall?

In this episode of the EnhanceMyApp podcast, we’ll be discussing the popular advertising technology known as header bidding, and how you can use it to increase your mobile ad revenue. We’ve invited Andrew Gerhart, VP of publisher platforms at InMobi to help explain the ins and outs of this new technology. If you’ve heard about this new technology but are still confused, or even if this is the first time you’re hearing the term, this episode will detail everything you need to know, as well as detail what InMobi is working on to unify the demand and supply side of in-app advertising even more than header bidding promises. Enjoy the show!

To get started, we discuss what header bidding is and why you should know about it. In a nutshell, it’s an advertising technique that allows mobile ad networks and exchanges to bid on each of your apps’ ad impressions in a real time auction programmatically, before the traditional waterfall method is called.

In a typical waterfall-based auction, ad exchanges are called sequentially. Normally direct deals with guaranteed eCPM payouts are called first, followed by a stack of ad networks in a real-time bidding (RTB) structure. It’s fair to assume if you have 6 ad networks in your waterfall, the provider at the very bottom of the stack won’t ever get a chance to fill the higher quality impressions your app generates. The networks at or near the top of your waterfall get to pick and choose from the cream of the crop, then send the lower valued impressions to the next network in the waterfall, making it appear the higher placed networks are indeed your best performers, and the lower placed networks are your worst performers.

Header bidding was created to eliminate that scenario entirely. It gives every ad network an equal chance to bid on each impression programmatically at the same exact time, before passing back to a waterfall. The highest bidder then wins the right to fill the impression. And unlike its waterfall-based counterpart, many header bidding technologies are vastly more transparent, giving publishers more insight into what their impressions are actually worth.

There’s a plethora of other benefits that header bidding aims to enhance in the world of mobile ad monetization which are all discussed in this episode. We hope you enjoy it!

We’d like to thank Andrew Gerhart from InMobi for taking the time to speak with us about header bidding and its exciting future on mobile.

If you’re enjoying our podcast, you can follow it on any of your favorite platforms. Head over to enhance.co/podcast to find all the links. Also, don’t forget to follow us on Facebook, Twitter, and Instagram to get updates about Enhance and our podcast!

If you missed our last episode where we discussed GDPR and what it means for mobile developers, you can check it out here.

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