Upload
volien
View
235
Download
0
Embed Size (px)
Citation preview
The ultimate guide to Video Header Bidding
Evolution of client side, server side and hybrid video header bidding
Table of contents
Introduction overview………………………………………….…..3
The promise of programmatic video………………………….....4
Video header bidding vs. waterfall..……………….………….…..5
Programmatic RTB for video transactions……….………........6-7
Client side only header bidding…...…………………….……...8-9
Server-side only video header bidding……………………...10-11
Hybrid video header bidding………...…………………….....12-13
More information………………………………………..……..….14
©2017 Cedato All rights reserved I www.cedato.com I Powering video transactions
Programmatic video is rapidly penetrating into mainstream advertising. With an
expected double-digit growth rate, programmatic video spend is predicted to
reach $10.65 Billion by 2018 in the US alone (eMarketer). Massive growth can be
attributed to the explosion of mobile video, social media’s pivot to video and
transaction technology breakthroughs.
Programmatic video’s advantage is the use of real time data to hyper-target the
right customer at the right time. When overlaid with user demographic, geo and
behavior data it can source real time intent signals to engage more intuitively, and
drive audiences down the conversion funnel. So it pays to explore the solutions
offered today.
This paper aims to help you make sense of the programmatic video technology landscape. To help you navigate through the video header bidding maze it includes diagrams that illustrate the video transaction options.
Introduction
Programmatic video was designed to; • Overcome waterfall model snags • Optimize campaigns in real time • Deliver true value to each impression • Lift fill rates
For publishers it promises a way to connect and easily manage multiple
demand partners while gaining more control over transactions and
achieving better results.
Despite adoption rates, many video stacks rely on display-based programmatic bidding,
assuming that video transactions mirror display. Unfortunately display practices brute-
forced on video fall short on delivery. When header bidding emerged, the industry
hoped to democratize the playing field, increase efficiency and eliminate errors. But
campaigns running across multiple screens with complex player functionality and
standards need video-specific transaction and optimization technology to truly deliver.
The promise of programmatic video
Video header bidding offers publishers -
• More control • Higher inventory
rates • More revenue
The waterfall creates inventory aggregation chaos
To improve transaction processes, early-stage waterfalls were replaced with
waterfalls from demand sources to simplify transactions, but often unintentionally
created more hurdles and confusion through inventory aggregation.
A host of video ad technology and standard-related errors crawled
into video ad delivery and transaction.
The emerging calamities added oil to the fire already set alight by publisher side
cascading bids and competing players trying to protect their demand sources.
Here we’re making sense of the programmatic video eco-system.
To help you navigate through the video header bidding scape we mapped out for
you the main options.
Video header bidding vs. waterfall
Programmatic video
transaction options:
• Real Time Bidding (RTB)
• Client-side video header bidding
• Server-side video header bidding
• Hybrid video header bidding
RTB (Real Time Bidding) video serves
ads based on user data optimized for
maximum fees. Buying and selling
occurs in a digital marketplace during
the milliseconds when a page loads.
Successful bidders pay the 2nd highest
price (so they don't lose if they bid far
beyond others) before the ad is served.
Publishers can offer a pre-defined traffic
volume and increase revenue by
maximizing yield per impression.
Programmatic RTB for video transactions
In RTB video bidding, as in display,
publishers aim for the best inventory fee through an open auction
Pure server side:
Each impression is sent to a SSP server & auctioned in real time. The highest bidder wins.
Pros: - Low latency
- No resource loading on client device
Cons: - Limited scope of demand
- Optimized for price only is inadequate for video
- Ad delivery is risky
In RTB transactions each impression is sent to a single SSP (Supply
Side Platform) and auctioned to capture the highest bidder
amongst the DSPs (Demand Side Platforms).
Unfortunately the lack of a video-specific bidding
technology increases the risk of ad delivery failure. So
the winning bid may not materialize into a playing ad.
Yield optimization, specifically in RTB is also compromised by a
process that only accounts for price without tracking whether the
video ad actually made it to playback.
As optimization focuses only on high paying bidders the
inevitable outcome for publishers is lower fill rates.
Programmatic RTB for video transactions Although loading
times are relatively fast, exposure to demand, via one SSP source only is highly
limiting
In theory video header
bidding promises faster
loading times and higher fill
rates through parallel bidding
on the client side.
Publishers enabling bidding
on the client side can reach
out to multiple demand
partners simultaneously,
enabling a higher rate.
Client-side video header bidding
Pure client side:
Runs each impression with multiple demand sources simultaneously. The demand that exceeds the target price wins
Pros: - Broader scope of demand
Cons: - High latency
- Resource loading on client device
Client-side video header bidding was at first a popular choice because it significantly increased exposure to demand.
In Client-side video header bidding, where inventory is pulled
together, demand sources can compete with each other in real time
over prices. Once the process begins, the highest demand to exceed
the targeted price wins the bid.
Each bidding partner has a different response speed, so the auction
works only as fast as the slowest bidder. In mobile, the number of SDK
kits needs to be considered as well as the issue of bandwidth.
In programmatic video, large files specific to video produce a host of compatibility issues which affect performance and loading times. Large file sizes can produce even higher latency and a watered down user-experience.
Being highly dependent on speed and performance, publishers and partners needed a new way to avoid browser-side traffic jams.
Although the header bidding wrapper tried to replace the traditional tag-based waterfall with better loading, it allowed multiple partners to add more JavaScript on the web page, which increased loading times.
Client-side video header bidding
Server-side header bidding creates
more demand and better scaling.
Unlike the client-side, performance
isn’t tied to multiple integration
points.
The server side tried to overcome client
shortcomings, in particular latency, and
JavaScript code stuffing in the header.
Conducting auctions outside of
publishers’ sites, beyond the plagued
header was a positive step. Rather than
facilitate multiple calls, auctions occur
only when a call is sent to the server side.
Server-side video header bidding
Pure server side:
Each impression is sent to a server & auctioned in real time across multiple SSPs. The highest bidder wins.
Pros: - Broader scope of demand - Low latency - No resource loading on
user
Cons: - Optimized only for price –
problematic in video - High risk of ad delivery
failure; video may not play
Server-to-server integrations create simultaneous auctioning through many demand sources without adding extra client-side latency.
But the departure from the client side increases the risk of delivery failure due to:
• Lack of client-side visibility • Inability to recover from VPAID errors • Inability to validate playback
The outcome - lower yield and fill rate compared to client side bidding
There is also the issue of syncing user data because the move from the client to a server side generates loss of access to the end-user and creates a blind spot.
The server side’s big drawback is the lack of video-specific technology for delivery and playback.
Server-side video header bidding
Being absent on the client side increases the risk of ad delivery failure due to lack of visibility and recovery of VPAID errors.
The absence on the client side increases the risk of ad delivery failure due to lack of visibility and recovery of VPAID errors. The result; lower yield and fill rate compared to client side solutions
Hybrid video header bidding
Hybrid server-client video header bidding:
- Predictive optimization on the server side achieves the heavy lifting - Based on source scoring - Minimal verification on client side
Pros: - Advanced optimization
accounts for more parameters than just price
- Excellent yield and fill rate
Cons: - Relies on proprietary
technology
By concurrently
working on the client and server sides, hybrid video header bidding addresses all the main shortcomings of one-sided processes and clears the way for quick, effective
optimization.
To date, publishers were forced to choose a client or server-side solution.
In programmatic video, the sacrifice is far too costly.
With Hybrid server-client video header bidding, publishers do not
need to pay a high price for technology shortcomings.
Operating on both the demand and supply sides, it captures the best
of both worlds.
On the server side, video header bidding outsources the heavy lifting
predictive optimization process. It accounts for multiple data points beyond
price to deliver the best results. It captures the widest range of available
bidding sources before shortlisting the optimum set and sending it back to
the client for action.
On the client side it validates “last mile” video ad delivery by detecting
potential VAST / VPAID errors and resolving them during the selection
process. If triggered on the client side alone, video header bidding is prone
to repetitive ad requests that once again, slow loading times.
Hybrid video header bidding Operating in real time across all formats, hybrid video header bidding overcomes compatibility issues to significantly lift demand, reach far higher fill rates, minimize latency, and reduce the risk of video ad delivery and playback errors.
Click here to learn more about video header bidding technologies
By Debbie Meltzer
©2017 Cedato All rights reserved I www.cedato.com I Powering video transactions