NEW YORK, April 4, 2017—Today, Videology, a leading software provider for converged TV and video advertising solutions, released the latest installment of their educational series, ‘Knowledge Labs.’ In this installment, Videology delves into the topic of header bidding, with a focus on how the practice, historically a display solution, is beginning to appear in video advertising.
The lab provides definitions and diagrams explaining, in detail, how header bidding works in both display and video, and explores the benefits and challenges of leveraging the solution in each channel.
In discussing how header bidding is being used in video, the lab notes that “header bidding” in is, in fact, a misnomer, since the ad call comes from a video player, not from a page header.
In conjunction with the new Knowledge Lab, Videology worked with Advertiser Perceptions to survey industry professionals. The results revealed a need for greater education around the topic. Key findings include:
- Just one quarter of digital advertisers say they have a good or very good understanding of what header bidding is
- 18% of digital advertisers understand the difference between header bidding in video versus display
- 12% of advertisers and agencies say they have used header bidding for video in the past
As a technology provider, Videology presents their perspective on video header bidding, explaining that while they can enable the solution for clients, they prefer to take a results-focused, holistic approach, rather than retro-fitting header bidding to a client’s business challenges.
“Publishers are always looking for ways to increase yield, and what the industry refers to as “video header bidding” is a great example of this,” said John Rogers, SVP, Programmatic Packaging and Sales, Videology. “That said, we encourage all of our clients to resist the temptation to jump on the industry’s latest trend, which, in reality, may or may not be the best way to achieve their goals. If you take a smart, holistic approach to matching supply and demand, publishers can drive the highest yield, and advertisers can achieve outstanding results – whether or not header bidding is part of the solution.”
Read Videology’s full knowledge lab on Video Header Bidding here.
About Videology Knowledge Labs
Videology Knowledge Labs are published on a monthly basis. Through straightforward overviews, Videology Knowledge Labs provide definitions, data, and explanations of complicated subjects, to bring simplicity and clarity to an otherwise complicated industry. Knowledge Labs are part of the company’s broader ‘Videology Labs’ initiative, which was announced in March of 2016. The homepage for Videology Knowledge Lab is here: http://www.videologygroup.com/labs.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.
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