Roxot

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Michael Necheporenko, chief technology officer at Roxot. Many still believe that header bidding increases pricing for publishers’ inventory. This should be one of the major reasons publishers enjoy a 20-30% revenue increase from implementing header bidding. […]

While header bidding can increase publisher CPMs and revenue, the growing complexity of the implementations makes it harder to differentiate vendor partners. Ancient History Encyclopedia, for instance, saw CPMs rise 75% after adding header bidding a year ago. The online encyclopedia operates as a nonprofit and relies on advertising for the majority of its revenue. […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Michael Necheporenko, chief technology officer at Roxot. Currently, publishers are discussing emerging server-to-server header bidding solutions and latency issues but ignoring the biggest problems with website revenue: Why are publishers still relying on second-price […]