This section describes the Header Bidder feature.
Header Bidding
Header bidding is a programmatic advertising technique that allows publishers to showcase ad inventory simultaneously to different ad exchange platforms and ad networks. It lets multiple demand sources bid on the same ad inventory at the same time, which allows publishers to increase their yield, while leveling the playing field for advertisers.
For Broadsign SSP (Reach) media owners who want to consolidate their programmatic demand, the Broadsign Header Bidder is a header-bidding solution that extends Broadsign’s programmatic ecosystem to include third-party DOOH sell-side platforms. Broadsign’s Header Bidder completely removes the need for media owners to work with multiple HTML5 wrappers, freeing up more ad space and opening the door to guaranteed ad opportunities.
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.
Please reach out to your Broadsign Account Manager or the Broadsign SSP (Reach) Support team to get set up.
