Header Bidding: ELI5

Header bidding, an advanced programmatic technique changed the way publishers monetised their ad inventories. Ever since its release in 2015, this technique has been steadily adopted by publishers to optimise their ad revenue. With header Bidding, publishers can offer their inventories to multiple demand partners at once.

Footer Bidding: ELI5

Footer bidding prioritises the user experience and page loading speed. It allows you to start the auction once the page is loaded completely. Publishers can hold back the ad requests to Google Ad Manager and Prebid until all the web elements such as tracking pixels, images, and content are fully-loaded.

Demand-Side Platform (DSP): ELI5

A DSP or a Demand-Side Platform is a system that offers demand management to buyers / advertisers. DSPs helps advertisers look for and buy inventory from the marketplace. Demand-side platforms are also responsible for managing real-time bidding for advertisers.

Supply-Side Platforms (SSP): ELI5

Supply-side platform opens up the publisher’s ad inventory to multiple ad networks, ad exchanges, and DSPs simultaneously. This allows a huge number of potential buyers to bid and purchase ad space on a publisher’s website—increasing bid competition and enabling publishers to get the highest possible rates for their ad impressions.

Real-time Bidding: ELI5

Real-time bidding, also called RTB, is a process of valuing and bidding for an ad impression in real-time. It is an online media marketplace involving the seller (publisher) and buyer (advertiser). RTB offers a lot of capabilities and use of data, vast types of inventory, and is universally considered the most flexible model on the market.

Supply-Side Platforms (SSP): ELI5

Supply-side platform opens up the publisher’s ad inventory to multiple ad networks, ad exchanges, and DSPs simultaneously. This allows a huge number of potential buyers to bid and purchase ad space on a publisher’s website—increasing bid competition and enabling publishers to get the highest possible rates for their ad impressions.

Ad Viewability: ELI5

As advertisers and publishers continue to strive for viewability, the metric itself will evolve and incorporate more ways of measuring an ad’s effectiveness—on different devices (mobiles, tablets, wearable tech) and formats (audibility time for videos). Learn what is ad viewability and how this metric affects your ad revenue.

Open Bidding: ELI5

Real-time bidding, also called RTB, is a process of valuing and bidding for an ad impression in real-time. It is an online media marketplace involving the seller (publisher) and buyer (advertiser). RTB offers a lot of capabilities and use of data, vast types of inventory, and is universally considered the most flexible model on the market.

Ad Viewability: ELI5

As advertisers and publishers continue to strive for viewability, the metric itself will evolve and incorporate more ways of measuring an ad’s effectiveness—on different devices (mobiles, tablets, wearable tech) and formats (audibility time for videos). Learn what is ad viewability and how this metric affects your ad revenue.

Ad Refresh: ELI5

With standard display ads, the user requests the webpage, which triggers the ad server to load ads in the available slots. And that’s where the process ends. In contrast, when auto-refreshing is enabled, the ad server will load a new set of ads in the same session on the webpage based on a predefined logic.

Bid Shading: ELI5

Bid shading is essentially a feature that enables DSPs and SSPs to reach a compromise when working under the first-price model. Recall the auction example from above, under first-price bidding, the buyer will have to pay $10 for the impressions. But buyers don’t want to pay that.