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December 31, 1969

Ad Ops & Digital Publishing News - Sortable

Jul 05 2019

What you need to know about header bidding

by Trish Manrique |

What is header bidding?

Header bidding is a programmatic advertising technique that allows publishers to offer their inventory to multiple ad exchanges simultaneously before sending requests to ad servers (ie. Google Ad Manager). 

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Apr 11 2017

Why the Ad Tech Industry Should Consider a Move to First-price Auctions

by Sortable |

First, what is the difference between the two?

Auction Type First-price Second-price
Auction winner Highest bidder Highest bidder
Winner pays Winning bid price Second highest price

The current industry standard is the second-price auction: each bidder submits their price for the impression. The highest bid wins, but only pays the price (plus some minor surplus) of the second highest bid.

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Mar 10 2017

Header Bidding and Beyond - A Sortable Publisher Day Talk with Christopher Reid

by Sortable |

Sortable had the pleasure of hosting our first ever publisher event at Google New York this past February. 

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Nov 22 2016

The Spectrum of Publisher Ad Stacks

One of the benefits of working with a large number of publishers is that we’re able to gain a deep understanding of their unique needs. As we’ve learned more about how publishers set up their ad stacks, we’ve realized that there are a lot of points that we cover over and over again.

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Mar 10 2016

How Header Bidders Affect Latency

Back in January, I posted the findings from an experiment we ran to measure what happens when you increase the number of header bidders, and how that impacts CPM. We found that there is a strong correlation between increasing bidders and increased average CPM performance; we saw a 58% increase in CPMs when running 6 bidders versus none.

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Jan 07 2016

Header Bidding Trial by Fire: How 6 Popular Header Bidders Perform

As publishers, we must monetize, and those of us who aren’t in a monopoly position à la Google or Facebook are at the mercy of a fragmented and messy, but necessary, adtech ecosystem. It’s how thousands of us make money and it certainly has its problems and frustrations.

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