In the autumn of last year, we shared our vision for what we know to be critical in the quest to bring header bidding to the mobile app world. In January, we officially shared that we were testing Advanced Bidding with our community of publishers, network mediation partners, and exchange buyers. Today we’re excited to provide an update on the status of this solution, including our work with partners that we have engaged with to bring Advanced Bidding to market.
Just as it’s important to have the right technology and platform to make this a reality, active participation from all parties of the ecosystem is also crucial. Today we are excited to announce that we are working with Facebook Audience Network, AdColony, AppLovin, and TapJoy to accelerate the evolution of Advanced Bidding.
“Industry adoption of fair and transparent bidding practices can help publishers earn more from their advertising inventory and create better ad experiences for people. Our partnership with MoPub will help bring advertisements from global Facebook advertisers to publishers that monetize on their platform,” said Vijay Balan, Head of Publisher Solutions Partnerships at Facebook Audience Network.
MoPub’s position as a primary network mediation layer and as the leading in-app exchange, connected to over 180 demand-side platforms, gives us a unique ability to integrate Advanced Bidding without having to bias the platform towards one demand source or another. Having so many partners participating in a real time auction gives everyone the ability to compete for more impressions than ever, while helping publishers maximize their yield with minimum management required.
The Advanced Bidding Solution
Over the last few years, we have seen waterfalls grow in complexity, with publishers calling each demand source multiple times at different price points, looking to replicate the results that a single auction can provide. These waterfalls see an increase in yield, but come at a significant latency cost, from both processing time of a sequential waterfall and the uncertainty of fill.
Advanced Bidding is designed to help publishers more efficiently monetize their inventory and eliminate the inefficiencies of the traditional waterfall with simultaneous real-time bidding from ad networks and DSPs. Our Advanced Bidding product calls out in real-time for demand in parallel, so we minimize processing latency and eliminate guesswork as to which sources are able to fill.
Since January, we’ve continued to onboard publishers and bidders to the Advanced Bidding product. This initial period of bidding has shown that in-app bidding and the principles behind it are better for publishers, ad buyers, marketers, and end users.
All parties in the ecosystem should see benefits from Advanced Bidding:
Publishers may achieve maximum yield with minimal management overhead and minimal latency cost.
Networks get the opportunity to buy each impression at its valued price, rather than having to trade off performance for revenue as they do when they jostle for waterfall position.
DSPs continue to transact through the MoPub Marketplace as before, but now see more of the most valuable inventory that had often been sold as part of guarantees.
If the promise of a true mobile in-app bidding solution sounds exciting, you can: