The online advertising ecosystem is constantly evolving. As a result, it can be challenging for publishers to keep up with the pace of innovation — especially when it comes to technical aspects like automated auctions and the back-end bidding process.
Today, the vast majority of publishers rely on some form of header bidding, which debuted in 2013 as an alternative to the slow and inefficient “waterfall” auction process. Early header bidding solutions were limited, due to a lack of industry standards, proprietary code, and little collaboration between providers. But that changed in 2015 with the introduction of Prebid — a free, flexible, open-source solution that streamlined and standardized header bidding.
Prebid is currently the most widely used technology for header bidding. But because it’s an open-source solution, you’ll actually see different benefits when working in Prebid with different ad tech partners. In this blog post, we’ll explore a few things you should know about working with Sovrn in Prebid.
Sovrn Ad Exchange works best with Prebid
The Sovrn Ad Exchange is built to deliver outstanding performance on a variety of header bidding wrappers — like Google Open Bidding, Amazon TAM, and more. But working with us in Prebid unlocks features and opportunities that aren’t available anywhere else.
- Connect with a broader set of buyers. Buyers are increasingly focused on placing ads through the most direct path possible — and in today’s world, that means Prebid. Some buyers are actually deprioritizing supply through Open Bidding and TAM, and instead moving their ad budget exclusively to Prebid. So when you work with Sovrn in Prebid, we can connect your supply with a much larger universe of demand partners, giving you more opportunities to match with the right bidder and earn the highest possible rates.
- Get access to exclusive, premium deals. The Sovrn Ad Exchange offers many always-on, premium CPM deals that are only available through Prebid. Buyers are required to pay premium rates for the premium supply in our always-on deals, so you’ll earn more on your most desirable ads when you work with Sovrn in Prebid.
Layer in Signal to supercharge Prebid performance
Prebid’s open-source code allows providers like Sovrn to layer on additional technical innovations, taking ad performance to the next level. Our Signal data tool is custom-built to amplify the value of Prebid.
- Collect more engagement data. Signal measures on-page attention, engagement, and other audience attributes so you can more effectively identify the most engaged segments of your audience, flag high value inventory, and broadcast granular deal data to buyers through the bid request.
- Drive more ad revenue. Engagement data from Signal provides deep insights about what’s happening across your site. As a result, you can target more of your supply to buyers through the Sovrn Ad Exchange’s always-on deals that yield higher rates. On average, publishers who add Signal in concert with a Prebid connection see deal revenue from Sovrn double, due to increased scale and performance from viewability, attention and ‘non-cookie based’ audience matching that the Signal technology delivers.
Simply put, adding Signal in Prebid lets you earn higher ad rates on a greater percentage of your inventory.
Get started today
If you’re currently working with other ad tech providers in Prebid, now you’ve got some great reasons to add Sovrn as a partner. And if you’re already working with us in wrappers like Google Open Bidding and Amazon TAM, there’s never been a better time to add Sovrn in Prebid. Just email us at sales@sovrn.com and our team will be happy to get you started.
Once you’re set up with the Ad Exchange in Prebid, don’t forget to layer in Signal. Our innovative data solution leverages the power of audience engagement to create exclusive opportunities in Prebid that you just can’t get anywhere else.
