In response to 2021 analysis by Kevel, 70% of U.S. publishers use header bidding to improve video advert income. Nonetheless, simply implementing header bidding in your monetization technique isn’t sufficient to enhance your backside line. Publishers will even must optimize their campaigns usually, and so they’ll want correct and dependable information to take action. That’s why getting access to header bidding analytics is important to maximizing advert yield.
However what does this instrument do, how can publishers use it successfully, and the way do they select the fitting analytics suite for his or her wants? We’ll reply all of those questions and extra on this information.
Header bidding analytics is a instrument that allows publishers to monitor, analyze, and consider bidder efficiency on header bidding auctions. Though every advert accomplice presents publishers loads of third-party data associated to their particular person efficiency, it doesn’t enable them to match this information to that of different companions simply.
Header bidding analytics software program helps overcome that hurdle — it aggregates efficiency information for all SSPs and DSPs and shows it in a single dashboard. That method, publishers can monitor the efficiency of their total header bidding stack in a single place.
If we needed to single out the first causes publishers want a header bidding analytics suite, it will be the next three:
1. It Permits Them to Make Information-Pushed Choices
Accessing intensive information like bidder insights, latency, and eCPM permits publishers to make extra educated choices about their campaigns. Understanding which movies customers have interaction with probably the most may help publishers perceive what their viewers desires to observe and plan future campaigns.
2. It Aggregates the Efficiency of All Demand Companions in a Single Place
As we talked about beforehand, header bidding analytics instruments enable publishers to get a side-by-side have a look at the efficiency of SSPs. This comfort is important for publishers with dozens of demand companions. It may save them hours and hours of lifeless, handbook labor of checking out completely different information from every accomplice individually.
3. It Permits Publishers to Determine Underperformers and Makes Pivoting Simpler
Accessing all the mandatory information in a single dashboard makes it straightforward to establish underperforming companions. Whether or not it’s attributable to excessive bidder latency or low public sale participation, publishers can use this information to single out inefficient bidders and pivot.
Monitor advert efficiency and establish VAST errors throughout all units and working methods.
OK — it’s clear that publishers want header bidding analytics to make optimizing campaigns simpler. However how do you select the fitting analytics supplier?
The very first thing you’ll must determine is whether or not to choose a third-party supplier to combine together with your video CMS or a supplier with in-house header bidding analytics.
The first distinction between the 2 is the pricing. Third-party analytics software program can value as much as tens of 1000’s of {dollars} month-to-month. Alternatively, migrating to an on-line video platform with in-house header bidding analytics typically means you’ll get the software program for no extra price.
Your selection will finally rely upon how happy you might be together with your present platform’s advert tech stack (and funds, after all). In case you ask us, selecting a platform that may cowl all of your wants with in-house know-how is a a lot better choice.
The subsequent step in selecting the best header bidding analytics instrument for what you are promoting is checking if permits you to monitor all of the metrics you want. Completely different analytics suites include completely different information segmentation choices, so not all might supply the identical choices. Listed below are simply a few of the metrics you’ll wish to monitor together with your analytics instrument:
Bidder Latency
Bidder latency denotes the time a selected bidder takes to reply to a bid request by the advert server. Having too many gradual bidders in an public sale will improve the time obligatory for the header bidding wrapper to do its magic, slowing down your pages’ load instances. Monitoring this metric permits publishers to establish the slowest companions and higher optimize for consumer expertise.
Bidding Frequency
Bidding frequency offers publishers perception into how typically specific bidders enter auctions. These charges rely upon many elements, like your bidding technique, target market, and accessible demand. Nonetheless, understanding the bidding frequency of every advert accomplice is a surefire technique to establish top-performing bidders. That permits you to optimize any future campaigns for optimum revenue.
eCPM
Understanding every accomplice’s eCPM is important in making optimum choices when adjusting your campaigns. This metric tells publishers how a lot income they’ll generate for 1000 served advert impressions. Bear in mind, although, that having a excessive eCPM doesn’t essentially make an advert accomplice worthwhile (they might nonetheless have a lot of unsold stock). However, eCPM is a necessary metric to know when trying to make adjustments to your advert stack.
SSP Win Charges
SSP win charges point out the speed at which every advert accomplice wins an public sale in proportion to the variety of profitable bid requests. This metric is without doubt one of the most respected ones for figuring out top-performing companions, although it is best to by no means take it with no consideration. As an illustration, some companions might have excessive win charges however low bid frequency. In these circumstances, they might look extremely profitable however, in actuality, rake in little income.
Fill Charges
Fill charges symbolize the ratio of answered and despatched advert requests. This metric helps publishers establish which SSPs promote probably the most demand. It additionally permits them to establish any configurational errors on their finish and the general demand acquired from every accomplice.
Now that you already know what it is best to search for in a header bidding analytics resolution, listed here are a couple of dependable suppliers you may begin with:
1. Brid.TV
Brid.TV is an enterprise video platform with a wealthy yield optimization suite that features video, advert, and video header bidding analytics. The corporate’s analytics are totally built-in with the Brid.TV platform and come at no extra value for customers on its Premium plan.
The most effective half about Brid.TV is that it presents publishers Google ADX, SpotX, Prebid.js, and Amazon header bidding constructed into the participant. Meaning they’ll get a video header bidding resolution and an analytics toolset in a single platform.
No matter your video monetization wants, Brid.TV’s wealthy number of instream and outstream video adverts, contextual video promoting know-how, and yield optimization toolset will guarantee most income.
Key Options:
- Full video platform for publishers
- In depth in-house header bidding analytics
- Superior promoting choices (e.g. contextual video promoting, advert podding)
- Number of instream and outstream video advert codecs
- Probably the most cost-effective analytics toolkits for publishers in the marketplace
Monitor public sale efficiency in actual time throughout your total header bidding stack.
2. Assertive Yield
AssertiveYield is an analytics instrument supplier whose package accommodates a number of instruments publishers can use to optimize and maximize their advert income. One of many firm’s most sought-after merchandise is its yield analytics.
These analytics enable publishers to monitor their total header bidding stack in a single dashboard, filter outcomes throughout lots of of metrics, and create customized audiences to make information monitoring simpler. Publishers trying to A/B take a look at their creatives, optimize for consumer expertise, or monitor particular person content material efficiency may have a simple time doing that with this instrument.
These analytics have two main downsides, although. The primary is that they’re fairly dear. The corporate’s yield analytics suite can value 1000’s, if not tens of 1000’s of {dollars} month-to-month. The second draw back is that Assertive Yield solely presents analytics software program, that means you’ll additionally must discover a dependable video monetization platform to handle your advert stack.
Key Options:
- Helps video, native, and direct campaigns
- An in depth yield analytics suite for monitoring header bidding efficiency
- Information filtering throughout lots of of metrics
- Permits for straightforward A/B testing
- Customized audiences
- Analytics API
3. AdPushup
AdPushup is a income optimization platform that provides varied promoting companies. An actual-time header bidding analytics suite is only one of them.
AdPushup’s header bidding analytics was constructed to improve public sale transparency and assist publishers make extra educated choices when optimizing their advert stack. This analytics suite lets publishers monitor varied metrics like common bidder response time, bidder win charges, common CPMs, system breakdown, and extra.
One of many largest upsides to AdPushup is that its companies additionally include high-quality advert demand, permitting publishers to kill two birds with one stone. Nonetheless, the platform nonetheless lacks the video advert serving infrastructure, making it unsuitable for anybody who doesn’t have already got a video platform.
Key Options:
- Wealthy income optimization instrument package
- Information segmentation throughout dozens of useful metrics
- Entry to top-tier advert demand
- A/B testing assist
- Devoted assist consultant
Sure. And they’re greater than price it. Adopting a data-driven strategy to header bidding will allow you to get better-optimized campaigns extra constantly, leading to extra income.
The most important problem might be selecting the best analytics software program. The main elements to think about when selecting one would be the metrics you wish to monitor, the software program pricing, and whether or not or not you may have a dependable infrastructure.
In case you’re happy together with your present video platform, you possibly can go for a third-party instrument package. Simply understand that might be fairly costly.
Probably the most inexpensive (and handy) choice, although, could be to go along with an answer like Brid.TV. Our platform offers publishers the total video advert serving infrastructure, together with an HTML5 participant, a video platform, and an in depth analytics suite. Attempt our platform totally free and see how a lot worth you may get for yourselves.
