A Publisher's View Into Header Bidding, Digiday Publishing Summit Europe, October 2016
Transcript of A Publisher's View Into Header Bidding, Digiday Publishing Summit Europe, October 2016
In Conversation with MailOnline: A publisher’s view into Header Bidding
Marc Grabowski, EVP, Global Supply, Criteo
Nat Poulter, Head of Programmatic, MailOnline
Copyright © 2016 Criteo2
Who is this guy hosting the interview and why should I care?
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4B+Products
1.2B+Internet users
reached monthly
12KClients
17K+Publishers
Ad spaceAd space
Before: The Waterfall
Campaign #11
Campaign #22
SSP #13
SSP #24
SSP #35
After: The Header Auction
SSP 1Bid: £0.81
SSP 1
SSP 2Bid: £0.53
SSP 3Bid: £0.76
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<head>Ad Server Ad Server
Nearly half of UK publishers currently using Header Bidding
UK Publishers Who Use Header Bidding, May 2016% of respondents
Note: n=301Source: AOL, “2016 Publisher Outlook: Monetizing in the Age of Mobile & Video,” Aug 4, 2016
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Don’t know
Currently use and plan to continue
Currently use but unsure if we will continue
Have not used but plan to within 12 months
Have not used and don’t plan to
1%
43%
5% 5%
46%
Majority of Criteo’s top
publishers have adopted Header Bidding
Final thoughts.
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01 02 03Infrastructure. Whether you bring it in house or outsource, the transition to Header Bidding involves heavy lifting.
Expansion.Publishers are seeing great returns, but as buyers adapt and mechanisms evolve will this uplift remain sustainable.
Adoption.Will Header Bidding remain a disruptive change or a true industry wide change.