Header-bidding for mobile web operates similarly to its desktop counterpart. The process involves inserting a code into the header, which then sends requests to various demand sources. Buyers bid on impressions, with the highest bid securing the placement of ads that are responsive to the user’s device.
Nonetheless, the widespread adoption of mobile web header-bidding has gained significant traction, notably in the EMEA and APAC regions. Statista’s data highlights a significant shift: in Q4 2016, the Americas dominated monetized impressions, accounting for 86% of the total, while EMEA represented a mere 13%. APAC barely registered, contributing only 1% to mobile web header-bidding.
Within just one year, the landscape shifted dramatically: EMEA and APAC surged in serving a notably higher volume of impressions through programmatic header-bidding on mobile, claiming shares of 30% and 27% respectively, aligning closely with the 43% share held by the Americas.
Mobile web header-bidding has led to a remarkable surge in CPMs across different regions. Year over year, CPMs in the Americas soared by an impressive 92%, while in EMEA, there was a 20% increase, and in APAC, a substantial 48% rise was observed.
Conversely, header-bidding technology for mobile apps began to take shape in 2018. Despite the absence of a traditional header in mobile apps, connecting apps to ad exchanges and SSPs (Supply-Side Platforms) is feasible through mediation platforms and integrated software development kits (SDKs). Providers of in-app header-bidding solutions offer their SDKs to publishers or developers for integration within the app, enabling a client-side wrapper header-bidding process.
The server-to-server (S2S) approach for in-app header-bidding mediation shifts resource-intensive files to the cloud, preventing app overload. Instead of utilizing an in-app SDK, publishers only need to include a small string of code within the app to initiate a unified auction. This S2S method reduces latency while maintaining an effective in-app header-bidding system and a quality user experience.
To optimize mobile app header-bidding advantages, a hybrid approach blending server-side and client-side technologies is necessary. This approach grants publishers greater control over in-app header-bidding processes while addressing latency issues.
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