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The have likeminded audiences. Increased competition results in higher quality more relevant ads. More active advertisers bidding on impressions. Publishers can expand and diversify advertisers interested in buying impressions on their sites. Not relying only on a small group of advertisers increases the resilience and adaptability of the publishers business. Increase in revenue. Publishers can sell their available inventory to more advertisers increasing auction density and therefore CPM and consequently revenues. of discrepancies. Faster advertising publishing. If compared to Waterfall Auction Header Bidding allows the auction to be carried out faster also because a time limit is often established for the entire process.

Less effort for management. When compared to Waterfall Auction Header Bidding has fewer variables to set up modify and manage on an ongoing basis. The general advantage is therefore that of better performance management and a general increase in revenue publishers earn more thanks to all the Brazil Telegram Number Data advantages listed above. Header Bidding disadvantages for the publisher As we have seen Header Bidding has numerous advantages for publishers However it may also have some disadvantages. For example the initial set up of the Header Bidding is quite complicated the implementation of the tags in the Header directly on the page requires good technical knowledge.



The benefit is that once set up publishers will likely no longer need to touch those line items like they need to do to manage the cascading auction setup. Furthermore there may be a slight delay in loading the advert while waiting for all the bidders to participate in the auction. To overcome a possible delay the publisher can still set a time out i.e. a time limit for participation in the auction. Header Bidding solutions why rely on a digital advertising agency As mentioned the implementation of Header Bidding on a publishers site can be a complicated procedure and requires technical knowledge that is not always within everyones reach.