The digital world has been blessed by some of the most innovative technological developments over the past years. This has widely helped young entrepreneurs and online publishers to take their business to another level with advanced technologies.
With the development of OTT platforms and a broad shift from offline to online marketing, business owners have to keep up with these technological innovations to boost their brand online. One such popular search tool is header bidding.
What is Header Bidding?
It can be a little rattling to keep up with all the advanced programming opportunities available to entrepreneurs. So, if you are wondering what exactly header-based bidding is, it is a highly advanced programmatic technique using which publishers can offer their entire inventory to ad exchanges before asking for ad servers.
With this technology, publishers can see the available bids served by the biggest media buyers. As a result, they can easily collect the highest one. This technology is best suited for OTT publishers. To make sure that your header bidding strategy is top-notch and effective, here are some things to keep in mind:
Adjust Your Expectations Accordingly
You must note that it takes some time and patience for header-based bidding to materialize and give effective results. Even when incorporating the best strategies, several factors may affect the outcomes. It is important to keep these aspects in mind when building a strategy for your company.
Some of these factors include the overall familiarity of the publisher and their experience with header bidding. The availability of a technical team to implement these bidding strategies is also of great importance. Besides, it will help if you consider the potential for the publisher to attract traffic necessary for the strategy to work.
Make Sure That You Truly Need Header Based Bidding
Before you implement bidding strategies, you have to make sure that you are doing it right. It is important to hold meetings with your technical and strategic teams to answer several questions before implementation.
Publishers need to understand the content of their inventory and make a good review of all resources. It is essential to make a thorough evaluation of the priorities set up according to various other factors.
Instead of doing it on your own or in-house, hire a professional who will be able to provide you with guidance in the right direction. To determine whether you must adopt header bidding or not, consider every step you’d need to take in the future.
Define Your Goals
When you establish a header bidding strategy for your company, it is important to list your short-term and long-term goals and expectations. Generally, the short-term goals should include a low-touch process that is sustainable. The publishers and the technical staff must understand the process and manage the ad servers accordingly.
On the other hand, when it comes to long-term expectations, header bidding should provide you with much higher CPMs. The end goal is to help you set up a technical formulation that will allow media buyers to contact the whole ad inventory and buy accordingly.
Test Before You Run
To ensure that your system has been successfully optimized, you have to test the bidding strategies regularly. It is important to set up weekly meetings with your technical and strategic teams to perform regular checkups and follow them thoroughly. You must make sure that there are open lines of communication between the publisher and the technical team.
If you find some problems after integration, you must reset the metrics to fix the performance. Finally, you should constantly maintain and calculate the creative latency and the bid response latency as two separate entities. By doing this, you can ensure that every operation is running smoothly.
Define Roles Within The Teams
When delegating responsibility in your team, people must know exactly what they are getting to manage their duties well. This means that you need to carve out the roles of everyone in the team and let them know their responsibility separately. This is an essential means by which you can add hierarchy in the working process. In turn, you can get the work done in time without any hassle.
The teams should be able to perform the task that has been assigned to them and work their way throughout the implementation process. When the responsibilities and tasks performed by people in the team are mismanaged, it often appears in the end product as mistakes and missed opportunities.
With the help of header bidding strategies, you can make the most of your digital promotions. Make sure to lay out the plan from day one and implement it with care. Whenever you fall short of ideas or strategies, don’t hesitate to seek the help of professionals having exemplary experience in the industry.