Babar Khan Javed
Jan 26, 2018

Video header bidding doubles publisher eCPMs: AppNexus

AppNexus reports that it has doubled eCPMs for publishers by using video header bidding. However, the approach faces adoption barriers in APAC.

As media transparency grows, vendors offering video header bidding experience greater adoption of the format by publishers.

Prebid.js, the open-source header bidding solution adopted by AppNexus and Rubicon Project, has demonstrated its effectiveness for yield optimization from video header bidding, according to the companies.

By allowing advertisers and agencies to access video inventory that would otherwise be reserved for a publiher's direct sales reps, video header bidding has the potential to offer publishers an avenue of selling more video ads in the automated landscape.

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