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This knowledge will help you understand why header bidding came into being and what its purpose is.
This knowledge will help you to understand the second part of the book, which discusses in detail how header bidding works.
This knowledge will be necessary to understand the second part of the book, where we will discuss which type of auctions header bidding works with and what floor price can be set in it.
This chapter is the most comprehensive in this book and should provide a theoretical background for the following chapters.
This chapter could assist publishers in selecting the appropriate wrapper solution for their situation.
This chapter shows what data can help publishers increase revenue.
This chapter shows that header bidding can be set up in an ad server in several ways. Depending on the method of linking will determine the publisher's revenue. So, this is an extremely important area not to be overlooked.
This chapter explains why user identity is important to the advertising industry. This has long been addressed by cookie technology, which is now gradually being replaced by other technologies under the label user ID.
This chapter explains the legal standards that publishers must follow. It also shows the way to best meet all obligations and minimize the potential negative impact on revenue from targeted advertising sales.
This chapter shows how important it is to follow the bid request path between advertiser and publisher and how interesting optimizing can be financially.
This chapter shows how important it is to consider page load speed not only from the perspective of ads.
This chapter describes how a publisher can improve revenue by increasing ad viewability.
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A useful text about header bidding and the programmatic ecosystem of online advertising in general from a publisher's perspective. This is the missing title on the market. Contains a broader perspective on programmatic advertising that is useful for everyone from newcomers to publishers to aspiring freelancers.
You can spend days and weeks scouring blogs about programmatic advertising around the web, or you can read David's book in a few hours. I recommend the latter. Detailed, clear, readable, informative.
David has written a unique book on RTB header bidding. It is very readable and clearly structured. It will help anyone who's looking for a specific case study or wants to get up to speed quickly on RTB HB. It should be in the library of every company that wants to effectively monetize their online space.
A very good overview of header bidding while at the same time functioning as a user guide. The myriad of additional content makes it an excellent tool for beginners, but also for advanced programmatic media specialists. I definitely recommend it to anyone who wants to effectively optimize advertising revenue.
I don't know of any publication that describes header bidding and the fields that influence it so comprehensively. I think that the information contained in this book will definitely help anyone set up header bidding correctly or significantly influence its effectiveness.
Programmatic Consultant
I have been working in online advertising for over 20 years, the last 10 years as a programmatic advertising specialist. Prior to that, I worked in SEO and originally in website coding. I have a degree in Geographic Information Systems.
I try to see challenges with an open mind, looking for overlap and context to find the optimal solution. "Nothing stands alone, everything is part of the whole."
Throughout my career I have tried to educate myself, and the faster technology evolves, the more I miss comprehensive textbooks. So I decided to help out and create some materials that I hope will help other people in the industry.
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