Facebook opens the way for Header Bidding

28 April 2017

Facebook aims at further implementation of Header Bidding across mobile platforms. The recent announcement made by the company states they are opening Audience Network for publishers using Header Bidding.

Audience Network is Facebook product for extending ad campaigns onto mobile apps and websites. According to company’s latest decision, mobile publishers will now be able to use the technology of header bidding through the group of Facebook’s selected partners.

Why Header Bidding?

This is the next step in programmatic advancement. It promises increased yield and transparency. All bidders are equal, and it’s more likely to get the best deal.

Facebook explains the interest in the option with the list of its advantages:

  • The payer with the highest bid wins.
  • The fairness of prices is increased.
  • All parties are informed simultaneously.
  • There is no secret negotiations behind the auction process.

According to David Jakubowski, Head of Facebook’s Adtech, Measurement and Publisher Tools initiatives, third party middlemen to the regular programmatic selling process “make the rules and obfuscate the truth”. Hence, cutting them out while opening the way for Header Bidding will bring more profits and create overall clearness.

Future Prospects

Before launching the option on a larger scale, Facebook has tested the idea on a number of selected publishers. The reported results showed the increase in revenue between 10 and 30 per cent.

With the progression of Header Bidding, publishers will be able to get the best offer. And programmatic deals with brands are promised to become more direct and fair. Introduction of the technique will strengthen premium publishers, while establishing a safer environment for their operations.

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