A single tag to streamline the implementation and management of header bidding partners eliminating the need of costly development resources.
Publisher side timeout controls enable publishers to maximize header bidding partners without sacrificing user experience.
In depth consolidated reporting provides partner performance metrics and transparency across all header bidding integrations allowing for enhanced accountability and optimization.
Contango’s SmartWrapper gives us much needed visibility and control over our Header Bidding partnerships while decreasing page load time, increasing overall inventory, and ensuring a positive user experience. The platform solves for the lack of transparency of how these partners perform by providing in-depth partner level reporting including bidding, winning, and response rates which makes it easier to maximize the value of each relationship. We also saw a 12% improvement in page load time from the moment we began using them.
In a typical Header Bidding set up, a publisher will integrate code from each of their Header Bidding demand partners into the header of their websites. When the browser is loaded, the code calls to the Header Bidding demand partners, who in turn submit bids for the impressions available on the page. Those bids are passed into the publisher’s ad server prior to the execution of the impression auction. While more competitive than a daisy chain setup, Header Bidding requires engineering resources to install each partner, lacks performance transparency, and makes adding additional demand more complex.
Header Bidding executed through SmartWrapper reduces publisher installation costs, empowers partner performance transparency, and makes adding additional demand simpler. With SmartWrapper, publishers install a single tag on their header. When the page loads, this tag calls out to all of the Header Bidding demand partners, which collects the bids and passes them to the ad server. The process allows for reporting, analytics, and optimizations to be performed on demand partners — something not offered in the typical Header Bidding set up.