IAB sets out to help define mobile advertising best practices for header bidding

The International Advertising Bureau’s (IAB) Technology Laboratory has now invited public comments to define standards for header bidding in order to bolster the adoption of header bidding technologies.

The Standard Header Container Integration with an Ad Server offers insights and best practices which seek to advise and guide advertisers on how to utilise header tags.

Helping to define standard guidance also makes it easier for technologies to be improved in the future.

According to a recent report from PubMatic, mobile impressions from header bids jumped 12x in 2017 compared to 2016. 25% of all header bid impressions were allocated to mobile devices. That’s an increase of 7% from last year. The study also found that mobile header bidding eCPMs rose 55%.

The IAB Technology Laboratory initiative marks the first of its kind.

Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab, says:

“Header bidding is a rapidly developing area in ad tech, creating an immediate need for standardized technology practices. This global standard is designed to put a concrete framework in place – allowing the industry to benefit from a consistent header bidding protocol that reaches across borders.”

The document will be available for review by the public until 28. July 2017.