Video header bidding implementation is a challenge for publishers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2020, 10:45 AM UTC

In the next 12 months, mobile web and app implementations would outpace desktop owing to planned growth.

A study conducted by PubMatic around global video ad monetisation trends found that publishers are falling behind in implementing key programmatic strategies such as header bidding. On mobile, implementation remains challenging for publishers.

For desktop, at 57.4%, client-side header bidding ranks at the top as a programmatic integration strategy. At 58.5%, open real-time bidding takes the top spot for mobile. Video header bidding implementation for mobile is challenging for 39% publishers.

This number is 31% for publishers looking to implement on desktop. The report also found that 20.6% publishers are looking to adopt header bidding across CTV. 24.9% of publishers plan to do this across OTT.

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