Ad tech company, AppNexus, just launched PriceCheck, a header bidding solution for mobile app developers that allows them to bid on ad inventory more transparently. Header bidding essentially allows app publishers to let multiple exchanges know about an impression to be served, in order to bid to serve it.
AppNexus Publisher SSP features header bidding
This approach has multiple advantages. Publisher gain an insight into the real market value of their inventory when they allow multiple ad exchanges to bid on an impression. It also gives publishers the freedom of choice to select a good match. In addition, it reduces latency issues – multiple exchanges are bidding on the same impression at the same time before the ad is being served.
Programmatic is on the rise with various marketplaces having popped up over the last 12 months. According to eMarketer, US mobile programmatic ad spend is set to reach almost $16bn this year.
Ryan Christensen, SVP & GM, Publishers, AppNexus, says:
“The most important step mobile publishers can take to improve the monetization of their inventory is to know what it’s worth. PriceCheck, which provides impression-level price transparency, helps publishers drive demand density and increase yield. It’s the end of the black box for mobile advertising yield management.”
In addition, PriceCheck lets developers display ads at zero latency, improving the end user experience. The module and APIs enable developers to pre-load ads in the background of an app, which speeds up the process of serving an ad.
Arel Lidow, VP of Product Management, AppNexus, adds:
“AppNexus exists to build a better Internet, and nothing satisfies that mission more than helping mobile developers to monetize their innovative products. Now we’re extending the success we’ve seen with desktop header bidding so that mobile app developers who traditionally needed complex and costly waterfall solutions to monetize their inventory have a powerful new solution.”