Header bidding can slow down page load times because each additional header partner leads to more concurrent requests with varying timeouts. This can be addressed by using server-to-server integrations or capping the number of headers per page. Implementing header bidding also requires development resources to integrate directly onto pages, though some partners refuse to use wrappers, so publishers may prioritize key partnerships. Server-to-server integrations can be costly for supply side platforms to develop and maintain connections with multiple technologies.

1. #DigidayHotTopic
Dave Katz
vp, gmprogrammatic revenue & operations, Univision
CommunicationsInc. / @DaveZKatz
Side effectsof
header bidding

2. Header Bidding
Side Effects & Strategies
Dave Katz
VP/GM Programmatic & Data @ Univision
@DaveZKatz

3. HEADER BIDDING
Page Load Time Resources
Costs Strategies

4. • More header partners = slower pages
• Concurrent requests with disparate timeouts
• Slows down the whole page, not just the ads
Strategies/Solutions:
• Server-to-server integrations
• Cap the number of headers on page
Header Bidding can Increase Page Load Times

5. • Each header integration requires development
directly onto the pages
• Some partners refuse to go into a wrapper
Strategies/Solutions:
• Choose a single header wrapper
• Prioritize key partnerships based on inventory
distribution
Implementing Header Bidding Requires
Development Resources

6. • Developing technology that reduces latency and
connects multiple platforms is costly
• Keeping up with multiple technologies requires more
dev experts
Strategies/Solutions:
• Integrate based on publisher preferences and
revenue potential
• Integrate with key tech players
Server to Server can be Expensive… for SSPs

7. Thank You! D av e Katz
@ D av eZKatz