1) The document discusses balancing a traditional waterfall ad server model with header bidding. It outlines the benefits of the traditional waterfall like guaranteed fixed price deals. 2) It proposes melding the two by continuing direct deals through the ad server while using header bidding to supplement the open exchange. 3) Key considerations for publishers integrating header bidding include choosing top partners generating the most revenue, reducing latency to increase bids and traffic, and asking partners for more revenue at a lower timeout.

1. Header Bidding Within The
Traditional Waterfall
Felix Zeng
2/7/2017

2. • Intro
• Benefits of a traditional waterfall
• Melding waterfall with header bidding
• Thoughts for publisher trying to balance header with the ad server waterfall
Agenda

3. • Business development lead to choose the header partners to onboard
• Member of the team to choose the header wrapper
• Member of the team who work on programmatic yield and optimization
A little bit about me

4. 4
Benefits of a traditional waterfall
Guaranteed
Fix Price
• 100% SOV commitments to buyers are met
• Highest CPM with no middle men
Premptible
Fixed Price
• Fixed prices act as a second price
Premptible
Variable Price
• Fill

5. 5
Melding waterfall with header bidding
Guaranteed
Fix Price
• Ad ops team to optimize performance and
delivery for direct campaigns.
Premptible
Fixed Price
• Continue to sell at fixed prices to increase
competition. Header bidding shouldn’t be
your only sales strategy.
Premptible
Variable Price
• Header supplements open exchange but
floors need to be set.
Guarantee
d Fixed
Price
Header
bidders

6. • 80/20 rule for new partners. Focus on the few partners who generate the most revenue.
• Reducing latency will increase traffic but also, faster partners will have more bids and make a bigger impact.
• Don’t be afraid to ask for the more revenues at a lower timeout.
Helpful thoughts for publishers

7. It’s amazing out there.
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