Due to growth in header bidding (“automated ad-buying
process that lets publishers auction inventory to many potential buyers before
taking the best offer, has been increasingly popular”), The Interactive
Advertising Bureau (IAB) has drafted a new set of standards to help guide
publishers and buyers. On Thursday, 15 June, the IAB released the short
document titled “Standard Header Container Integration with an Ad Server.” The
document focuses on standards around Line-item setup, data passed between
container and ad server, and reporting and its discrepancies. The goal of the
document outlined in the intro states:
“This document standardizes how
header tags and containers interact with ad servers. This will allow for header
bidding to scale with industry consensus on process within the ad server.
Expected audience for this standard includes technical leads and product owners
at sell side and at intermediary partner companies. Non-standard setups, yield
management strategies, and current market adoption rates are outside the scope
of this document.”
The set of standards, is open for review from now until 28
July. As far as adoption goes, it will greatly depend on the willingness of publishers
to abide by and implement these guidelines. As the IAB has seen with previous
standards (i.e. the 2012 IAB Display Advertising Guidelines), adoption is not
guaranteed, but the largest publishers will likely decide its fate. Yet, if the
guidelines allow header bidding to scale, as stated in the document, it should
be beneficial for buyers and sellers. Adding simplicity and consistency to the header
bidding process should be a win for all.
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