Last time we talked about waterfall/waterfall flow , this time we talk about head bidding. This year is the fifth year that the concept of head bidding has been hot, and so far, it is still tepid. To be precise, it is tepid in the Mobile field. In the desktop world, header bidding is almost the default standard. When it comes to head bidding, I think the most text messagte service appropriate one is Tony Leung's words in Infernal Affairs: "It's been three years, but three years later, three years later, three years later, it's almost ten years. Boss!" Do not believe? look by youself. Maybe it’s really too difficult, so the top bidding has to remind people in the Internet advertising circle every year-this year, it’s really this year.
I think the fate of head bidding may be a little better than Tony Leung in Infernal Affairs. After all, it has not been ten years. Hey, I almost forgot whether I was a good person or a bad person~~ So, what exactly is head bidding? The Origin of Head Bidding Header bidding originated in the world of desktop advertising - the technology was originally launched text messagte service to counter Google's Ad Exchange dynamitc bidding. Google has almost monopolized the desktop advertising field with its own Doubleclick For Publisher (DFP), so Google can enjoy many so-called privileges, one of which is dynamic bidding. This means that while publishers pre-set the order of ad requests and impressions in the waterfall sequence, Google can dynamically adjust its own prices within the waterfall. That is to say,
even though you set network_A at the top of the ad request, as long as Google thinks the request is profitable, Google can dynamically adjust its bid to put itself in the first place in the waterfall. Obviously, this is good for Google, but it's so unfair text messagte service to other players. To change this situation, header bidding was introduced in the desktop advertising space. The earliest initiator was appnexus. Header bidding allows the network to pre-set the price in the header of the page before the ad auction - set targeting, such as $35. This price is loaded and sent to the Google Ad Exchange when the page loads but the ad is not yet displayed. After the ad request is sent to Google's Ad Exchange,