Both Open Bidding and Header Bidding are programmatic advertising techniques used to sell ad inventory, but they have some key differences:
Header Bidding
- Client-Side Auction: Header bidding occurs on the client-side (in the user's browser). Publishers include JavaScript code in the header of their website, which allows multiple demand sources to bid on the ad inventory simultaneously.
- Transparency: Publishers have more transparency with header bidding, as they can see details of the auction, such as why certain advertisers won.
- Higher Competition: By allowing multiple demand partners to bid at the same time, header bidding increases competition and can lead to higher bids and revenue for publishers.
- Latency: Since the auction happens in the browser, there can be some latency issues, especially if there are many demand partners involved.
Open Bidding
- Server-Side Auction: Open Bidding, also known as Exchange Bidding in Dynamic Allocation (EBDA), occurs on the server-side (inside the Google Ad Manager ad server). This means the auction happens within the ad server rather than the user's browser.
- Simplified Process: Open Bidding simplifies the process of programmatic buying and selling by allowing multiple demand sources to bid on the ad inventory simultaneously, but without the need for header tags in the browser.
- Control: Open Bidding provides more control over the auction process, as it is managed by Google Ad Manager.
- Reduced Latency: Since the auction happens on the server, it can reduce latency and improve page load times.
Summary
- Location of Auction: Header Bidding (client-side) vs. Open Bidding (server-side).
- Transparency: Header Bidding offers more transparency, while Open Bidding provides more control.
- Latency: Open Bidding can reduce latency compared to Header Bidding.
Both methods aim to increase competition and revenue for publishers, but they differ in how and where the auctions are conducted. Do you have a preference for one over the other?
