3) Three Header Bidding Containers Are Standard.
Header bidding has a range of benefits, like giving many advertisers at once a first look at an impression before the ad server and getting publishers top dollar for their programmatic inventory. But one major downside is it can cause increased page latency and page load times, which can then negatively impact the user experience.
To combat this, publishers use containers, aka wrappers, which is simply technology to help them maximize, organize and manage their many header-bidding partners and all the code and complexity that come with them. These containers help publishers ensure all bids are made simultaneously and the ad server receives accurate, understandable info so the best bid wins every time.
Our president, Jay Friedman told eMarketer: “The market seems to have settled on approximately three containers.”
These three containers are client-side wrappers, server-to-server wrappers, and hybrid wrappers. A good number of publishers don’t just use one or the other; they use both. Let’s look at each type:
· Client-side wrappers: This type of wrapper is placed in the browser. Code is embedded on a publisher’s site and connects all buyers who want to bid on ad space. Client-side wrappers are transparent, and buyers are willing to bid higher for these opportunities because they get access to audience data (think cookies and meta info) they can use to best target their audience and maximize their ad campaigns. Still, page latency and slow page load times can still be a big issue if many demand sources are included.
· Server-to-server wrappers: This type of wrapper appears on an external server and includes all the info that once went in the browser. Working from an external server, there’s no drain on page latency, or page load, or negative effect on the user experience. But, one downside is they are less transparent than their client-side counterparts. Buyers typically bid lower for these opportunities since they don’t have access to audience data and can’t be sure a specific user is a good match for their campaign.
· Hybrid wrappers: This type of wrapper is popular because it’s a blend of both client-side and server-side wrappers. To increase the number of buyers without increasing the risk of page issues, publishers may choose to keep some buyers in a client-side wrapper and others in a server-to-server wrapper, depending on the buyers’ advertising goals. Those seeking cookies and visitor info to correctly target their audience may stay client-side, while those wanting to spread awareness or increase brand recall may go server-side. This lets publishers meet the needs of a great number of demand sources without losing money.