Header Bidder Feature

Unlike HTML5 wrappers or VAST integration methods, the Broadsign Header Bidder removes the need to allocate inventory per SSP and works with multiple third-party SSPs to maximize programmatic ad slot yield value while increasing fill rate.

Broadsign SSP (Reach) Benefits

With the use of Header Bidder, there is no more guaranteed inventory for non-guaranteed demand. All of your programmatic demand is funneled through the Broadsign SSP (Reach), giving you the tools to better control your network, such as:

• Removing the need to schedule separate HTML5 wrappers and additional firewall configurations for each connected SSP source.
• Maximizing your programmatic ad slot yield value while increasing your fill rate.
• Freeing up more inventory.
• Prioritizing different supply-side platforms directly from the Broadsign Platform.

Broadsign CMS (Control) Benefits

Broadsign CMS (Control) customers can benefit from a number of features thanks to the native integration with the Broadsign SSP (Reach). All your programmatic demand can now be used with features like:

• Pre-emptible campaigns, so no slot ever goes unfilled.
• Gapless playback, to ensure a smoother viewing experience.
• Screen synchronization, for a more powerful and immersive creative option.
• Creative pre-caching for faster ad loading and bandwidth optimization.
• Competitive Separation features.

The Header Bidder sits alongside the Broadsign SSP (Reach) and other partnering SSPs. Broadsign requests ads from other Header Bidder SSPs, and receives a response for the available slot.

Using Broadsign’s fair play auction, which selects the highest bid value or uses any specific rules pre-determined by the media owner, the winning ad is chosen to play on a screen.

This applies for all external SSPs, as well as Broadsign’s directly integrated demand sources. Media owners have full control over which demand sources they would like to prioritize, directly from the Broadsign Platform.

The Broadsign Header Bidder acts as an exchange, connecting the Broadsign ecosystem to multiple other OOH SSP partners. It consolidates the demand from any of your connected SSPs into one single ad opportunity, allowing for easier scheduling and overall management. Broadsign offers two main ways of using our Header Bidder solution:

• Header Bidder gives you, the media owner, free access to connect with other SSPs through the Broadsign Platform. With such a setup, priority-based auctions can be conducted across all the SSPs, directly evaluating the priorities from your Deals in the Broadsign SSP (Reach), with the priorities set on your Header Bidder partner settings in the Broadsign Platform. Price and competitive separation are not taken into account in Header Bidder auctions.
• Header Bidder Pro provides an upgraded feature set. It enhances the capabilities of Header Bidder by introducing price-based auctions, enabling media owners to consolidate demand from SSPs while maximizing revenue, while also allowing for Competitive Separation features to be used across all of your SSPs.

Auction Type

Priority/Waterfall auctions (Header Bidder)

With Broadsign, you always have full control over which demand sources get priority over others, which extends to our other SSP partners with Header Bidder.

• Per-SSP Priorities – Capability to set priorities for each partnering SSP. Priorities must be unique.
• Priority comparison with Broadsign SSP (Reach) Deals – No matter the priority you set on your Header Bidder partners, they will always compete with the same priority levels you have set on your Broadsign SSP (Reach) deals.

Price-based auctions (Header Bidder Pro)

With price-based auctions, you will be able to get the most from your programmatic campaigns through higher yields and fill rates, and not to mention a simplified auction process.

• Increased revenue optimization – Higher competition through simultaneous bidding means higher prices and better revenue optimization for your network.
• Reduced management complexity – An automated auction process means less manual work for your team.

Competitive Separation

You might already be familiar with category separation, a long-standing feature offered through our Broadsign CMS (Control), for directly sold campaigns. With this enhancement, you can extend that capability to your programmatic campaigns, offering advertisers added assurances that their campaigns are always playing in the most secure and accurate placement. With Header Bidder Pro, you can extend competitive separation to all your SSP partners.

• Build trust with buyers – Safeguard brand image and reputation by preventing conflicting ad placements for your clients.
• Support flexibility – Prevent ad fatigue by separating related campaigns, allowing buyers to invest flexibly.

Note: To leverage the Competitive Separation feature, you must also sync your categories into Broadsign SSP (Reach). This can be done directly from the Broadsign Platform (see Category Management Settings in the Platform documentation), or by request to Broadsign Services.

Note: To leverage the Competitive Separation feature, the player software must be upgraded to version 15.9 or higher.

For more information, see Competitive Separation.

For more information on how to set up Competitive Separation, see the Use Category Separation tutorial in the Broadsign CMS (Control) documentation.

Header Bidder Settings in the Broadsign Platform

For every partnering SSP you work with, you maintain full control over which settings are active for each, ranging from authentication to individual Device IDs. For the full description of settings, and for more information, see Programmatic Settings in the Broadsign Platform documentation.

Please reach out to your Broadsign Account Manager or the Broadsign SSP (Reach) Support team to get set up.