Header bidding, waterfall, server-side header bidding, open bidding, video header bidding, and Amazon header bidding are all different approaches to programmatic advertising. They all aim to optimize the process of selling ad inventory and increase revenue for publishers, while also providing better targeting and pricing for advertisers. In this article, we will explore the differences between these approaches and why they are important for advertisers and chief marketing officers.

Header Bidding

Header bidding is a programmatic advertising technique that allows publishers to offer their ad inventory to multiple ad exchanges simultaneously before making calls to their ad servers. This process helps to increase competition for the inventory, resulting in better pricing and more revenue for publishers. It also helps advertisers to bid on the inventory in real-time, ensuring that they get access to the most valuable impressions.

Header bidding is known for its ability to deliver better results than traditional programmatic advertising approaches, such as the waterfall model. In the waterfall model, ad inventory is offered to one ad exchange at a time until it is sold, with each exchange taking a cut of the revenue. This process can result in lower revenue for publishers and less effective targeting for advertisers.

Waterfall

The waterfall model is a traditional approach to programmatic advertising that involves offering ad inventory to one ad exchange at a time until it is sold. The model works by offering inventory to the highest-paying ad exchange first, then moving down the chain until the inventory is sold. This approach has some limitations, including the fact that it can result in lower revenue for publishers and less effective targeting for advertisers.

Server-Side Header Bidding

Server-side header bidding is a variant of header bidding where the bidding process is moved from the user’s browser to the server. This approach helps to reduce latency and improve page load times, resulting in a better user experience. Server-side header bidding is also known for its ability to increase competition and revenue for publishers.

Open Bidding

Open bidding, also known as exchange bidding, is a programmatic advertising approach that allows publishers to offer their ad inventory to multiple ad exchanges simultaneously. This approach helps to increase competition for the inventory, resulting in better pricing and more revenue for publishers. Open bidding is similar to header bidding, but it is managed by Google and is part of the Google Ad Manager platform.

Video Header Bidding

Video header bidding is a variant of header bidding that is specifically designed for video ads. This approach helps to increase competition and revenue for publishers while also providing better targeting and pricing for advertisers. Video header bidding is becoming increasingly popular as video ads become more prevalent on the internet.

Amazon Header Bidding

Amazon header bidding is a programmatic advertising approach that allows publishers to offer their ad inventory to Amazon’s advertising platform, Amazon Advertising. This approach helps to increase competition and revenue for publishers while also providing better targeting and pricing for advertisers. Amazon header bidding is becoming increasingly popular as Amazon continues to expand its advertising business.

In conclusion, header bidding, waterfall, server-side header bidding, open bidding, video header bidding, and Amazon header bidding are all important programmatic advertising approaches that aim to optimize the process of selling ad inventory and increase revenue for publishers. They all provide better targeting and pricing for advertisers while also ensuring that publishers get the best possible price for their ad inventory. Understanding the differences between these approaches is crucial for advertisers and chief marketing officers who want to get the best possible results from their programmatic advertising campaigns.