{"id":6761,"date":"2023-01-10T13:39:39","date_gmt":"2023-01-10T13:39:39","guid":{"rendered":"https:\/\/oko.uk\/?p=6761"},"modified":"2023-01-10T13:39:39","modified_gmt":"2023-01-10T13:39:39","slug":"open-bidding-vs-header-bidding-whats-the-difference","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/open-bidding-vs-header-bidding-whats-the-difference\/","title":{"rendered":"Open Bidding Vs. Header Bidding: What\u2019s the Difference?"},"content":{"rendered":"<p><span style=\"font-weight: 400\">What is google open bidding vs header bidding and what\u2019s the difference between the two? Any publisher who has been working to monetize their web and app locations knows all too well that consistent ad bidding is the name of the game. There\u2019s always a push to find out what strategies should be implemented to maximize revenue from ads. No matter whether you are a veteran or a rookie in the programmatic advertising world, it can be hard to achieve your goals of higher impressions and increased audience members all on your own.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Ad management experts at OKO offer <\/span><a href=\"https:\/\/oko.uk\/header-bidding-solution\"><span style=\"font-weight: 400\">managed header bidding solutions<\/span><\/a><span style=\"font-weight: 400\"> as well as open bidding options that can help you determine the right strategy that works for you. Let\u2019s review the advantages of open bidding vs. header bidding to find out how you can implement the most flexible bidding strategy into your website that will ultimately expand your digital bottom line.\u00a0<\/span><\/p>\n<h2><b>What is Header Bidding?<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Also called pre-bidding or simply header bidding, <a href=\"https:\/\/www.insticator.com\/header-bidding-everything-a-publisher-should-know\/\" target=\"_blank\" rel=\"noopener\">header bidding<\/a> is an advanced bidding technique that can be implemented by tech-savvy publishers. By inserting a certain line of JavaScript code within the header section of your website, you can utilize either your browser or a third-party server to obtain several bids on your ads at once.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Header bidding is one of the most <\/span><a href=\"https:\/\/oko.uk\/topic\/header-bidding\"><span style=\"font-weight: 400\">transparent, efficient, and flexible ways to automate programmatic ads<\/span><\/a><span style=\"font-weight: 400\"> and maintain constant bidding. With the ability to automate the auction process <\/span><i><span style=\"font-weight: 400\">and <\/span><\/i><span style=\"font-weight: 400\">receive simultaneous bids from many different demand partners at once, header bidding lets you open and diversify your revenue possibilities at a quickening rate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Available ad inventory comes and goes in a flash, so it\u2019s important to have an instant and automatic process that can continue capturing the best bids for you. Header bidding almost guarantees increased monetization for your web and app locations. Still, it is important to review both the pros and cons of this approach to bidding.\u00a0<\/span><\/p>\n<h3><strong>Advantages of Header Bidding<\/strong><\/h3>\n<p><span style=\"font-weight: 400\">\u00a0Google open bidding vs header bidding: Between the two, header bidding is particularly advantageous for publishers in a number of ways. Particularly, header bidding offers:\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li><b>Better inventory insights: <\/b><span style=\"font-weight: 400\">Most publishers set their prices based on average findings and third-party metrics, but header bidding offers direct insights to help publishers find out how much their inventory is actually being sold for. You\u2019ll see just how much your inventory is worth, so you can adjust your floor prices and likely see an increase in sales.\u00a0<\/span><\/li>\n<li><b>Higher CPM (Cost per mille): <\/b><span style=\"font-weight: 400\">CPM measures the highest price that most bidders are willing to pay for your ad impressions. Header bidding lets you pose a lot of your slots as premium ads by procuring the best ad placements, which can hike up your earnings even more.\u00a0<\/span><\/li>\n<li><b>Opportunities to increase processing speeds: <\/b><span style=\"font-weight: 400\">On the technical side of things, there is an opportunity to reduce your computer\u2019s latency when sending and receiving these bidding requests. Client-side bidding works just fine, but server-side header bidding reduces browser latency for users.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Header bidding was designed with publishers in mind, so it makes sense that this bidding type is most advantageous. But that doesn\u2019t mean there aren\u2019t a few cons to be on the lookout for when finding the right header bidding solution for your site.<\/span><\/p>\n<h3><strong>Possible Pitfalls of Header Bidding<\/strong><\/h3>\n<p><span style=\"font-weight: 400\">In addition to the somewhat steep amount of technical expertise required to implement header bidding, there are a few drawbacks that may cause publishers to experience more of a slowdown than a success:\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li><b>Risk of duplicate bidding: <\/b><span style=\"font-weight: 400\">Some advertisers will implement multiple DSPs (Demand-side platforms) at once, which can cause some bids to directly compete against themselves. It\u2019s important to understand what strategies are being used to automate and maintain your header bidding efforts. <\/span><\/li>\n<li><b>Possible discrepancies: <\/b>Header bidding was created to combat the wide disparity of discrepancy with waterfall-style bidding. However, there still exists the possibility of small errors in reporting with this method. Leaving or refreshing a page too soon, disconnecting due to poor network quality, and running into non-compliance blocks can all cause a disruption in the collected data.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Now that you are a bit more familiar with what header bidding is and how you might use it to monetize your publishing site, let\u2019s dive deeper into open bidding vs. header bidding so you can start your ad auctions the right way.\u00a0<\/span><\/p>\n<h2><b>What is Google Open Bidding?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Open bidding, also called <\/span><span style=\"font-weight: 400\">Google&#8217;s open bidding<\/span><span style=\"font-weight: 400\">, is an auction source that allows multiple ad exchanges and supply-side platforms (SSPs) to compete alongside ADX, or Google\u2019s own Ad Exchange platform. Unlike header bidding, open bidding is only available as a server-side option, with most operations being sent and received through Google\u2019s own servers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Google open bidding\u00a0 header bidding: Interestingly enough, open bidding was first implemented as a way to counteract the success of header bidding. Now, it exists as an alternative way for publishers to auction off ad impressions in a way that is less demanding on their users\u2019 computers and their need for technical expertise, as the auctions are always handled offsite by Google.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">That does not necessarily mean that setting up open bidding is a breeze; nor does it mean that this is the best choice for your website and <\/span><a href=\"https:\/\/oko.uk\/in-app-ad-monetization\"><span style=\"font-weight: 400\">app monetization needs<\/span><\/a><span style=\"font-weight: 400\">. Take a look at the following pros and cons of Google\u2019s open bidding method to see how easy it would be to integrate this type of programmatic auctioning with your site.<\/span><\/p>\n<h3><strong>Advantages of Open Bidding\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400\">Some publishers will choose open bidding vs. header bidding due to its ease of implementation as well as a few other specific features. The major advantages of Google open bidding include:\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li><b>Off-server auction host: <\/b><span style=\"font-weight: 400\">Google controls all open bidding efforts, which could take a lot of stress off of a publisher\u2019s shoulders and help support better automation.\u00a0<\/span><\/li>\n<li><b>Easy payment options: <\/b><span style=\"font-weight: 400\">Publishers who go with this bidding option can say goodbye to the headache of managing different payment methods for different advertising demand partners. Open bidding has one simple and unified way to manage payments, which also reduces time spent on the more tedious tasks.\u00a0<\/span><\/li>\n<li><b>Less page latency: <\/b><span style=\"font-weight: 400\">Open bidding offers the same latency advantages as server-side header bidding, which lets you manage multiple bids on a third-party server to keep your computer from getting bogged down.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">There is still a roaring debate between header bidding and open bidding for a reason. What is advantageous to some, might be a pitfall to others.\u00a0<\/span><\/p>\n<h3><strong>Possible Pitfalls of Open Bidding<\/strong><\/h3>\n<p><span style=\"font-weight: 400\">Open bidding does come with a couple of drawbacks that publishers of all sizes should be aware of:\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li><b>A higher barrier of entry: <\/b><span style=\"font-weight: 400\">Unfortunately, header bidding has a much easier margin of entry than open bidding. Google requires that publishers have a full ADX account and a premium subscription to <\/span><a href=\"https:\/\/oko.uk\/blog\/google-ad-manager-vs-ad-manager-360-full-comparison\"><span style=\"font-weight: 400\">Google Ad Manager 360<\/span><\/a><span style=\"font-weight: 400\"> before applying for open bidding sources. On the flip side, all publishers can get started with header bidding right away.\u00a0<\/span><\/li>\n<li><b>Difficulty with cookie matching: <\/b><span style=\"font-weight: 400\">There is a method that some publishers utilize while setting up bidding known as <\/span><a href=\"https:\/\/support.google.com\/authorizedbuyers\/answer\/10665885?hl=en#:~:text=Cookie%20Matching%20allows%20you%20to,make%20more%20effective%20bidding%20choices.\"><span style=\"font-weight: 400\">cookie matching<\/span><\/a><span style=\"font-weight: 400\">, which tells buyers what bids are the most useful and valuable. Open bidding requires a few extra steps for cookies to be synced with past exchanges and therefore can be more difficult for some to use.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Open bidding vs. header bidding: no matter which sounds like a better option for your publishing site, you can find a wide range of auction types that can quickly foster higher and more efficient revenue for your publishing site.<\/span><\/p>\n<h2><b>Custom Header Bidding Solutions at Your Fingertips<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Now you know the importance and differences between google open bidding vs header bidding. OKO offers professional ad management services to help streamline your web and app monetization efforts. From open bidding options to a customized, <\/span><a href=\"https:\/\/oko.uk\/header-bidding-solution\"><span style=\"font-weight: 400\">managed header bidding solution<\/span><\/a><span style=\"font-weight: 400\">, our Google ADX-certified experts are here to help you implement a stellar strategy. Get in touch with us today to find out whether an open bidding or header bidding solution can launch you into a new level of revenue gains.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Interested in learning more? Learn about<\/span> <a href=\"https:\/\/oko.uk\/blog\/what-is-google-adx\"><span style=\"font-weight: 400\">Google AdX<\/span><\/a><span style=\"font-weight: 400\"> and what a<\/span> <a href=\"https:\/\/oko.uk\/blog\/what-is-a-google-certified-publishing-partner\"><span style=\"font-weight: 400\">Google Certified Publishing Partner<\/span><\/a><span style=\"font-weight: 400\"> is from our team of experts.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is google open bidding vs header bidding and what\u2019s the difference between the two? Any publisher who has been working to monetize their<\/p>\n","protected":false},"author":1,"featured_media":2627,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-6761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Open Bidding Vs. 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