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

Who is this guy hosting the interview and why should I care?


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


<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


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.


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.

a publisher's view into header bidding, digiday publishing summit europe, october 2016

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