The Guardian US confirmed 2016 that it is testing header bidding technology with ad tech vendors, thought to be AppNexus and Rubicon Project, to find new ways of allocating advertising inventory to improve ad yield. The challenge for the publisher will be to increase the number of bids on its advertising inventory without devaluing the real-time-bidding (RTB) user experience. Advocates of the technology, such as AppNexus, have welcomed the revenue gains that it can potentially bring, while critics such as Google claim that its propensity to impair page loading times detracts from the user experience. Experts expect that the ad tech industry debate over the strengths and weaknesses of the application of header bidding technology to monetise inventory as part of an auction process will continue throughout this week.
The Guardian US confirmed this week that it is testing header bidding technology with ad tech vendors, thought to be AppNexus and Rubicon Project, to find new ways of allocating advertising inventory to improve ad yield. The challenge for the publisher will be to increase the number of bids on its advertising inventory without devaluing the real-time-bidding (RTB) user experience. Advocates of the technology, such as AppNexus, have welcomed the revenue gains that it can potentially bring, while critics such as Google claim that its propensity to impair page loading times detracts from the user experience. Experts expect that the ad tech industry debate over the strengths and weaknesses of the application of header bidding technology to monetise inventory as part of an auction process will continue throughout 2016.