The Current State of Header Bidding and In-App Bidding

The Current State of Header Bidding and In-App Bidding

This IDC Market Perspective provides an overview of the current state of header bidding and in-app bidding (a header biddinglike technology), the latest trends, and the challenges players are facing and how they can tackle them."Header bidding is now table stakes in the industry," said Karsten Weide, program VP of Media and Advertising at IDC. "But header bidding is not 'fire and forget'; challenges remain and need to be addressed. In-app bidding is still fairly new yet must be adopted to realize the efficiencies that come with header bidding, and its implementation is not trivial."

Please Note: Extended description available upon request.


Executive Snapshot
New Market Developments and Dynamics
Introduction
What Is Header Bidding?
The Problem with Waterfall Bidding
Implementing Header Bidding
Benefits and Challenges of Header Bidding for Publishers
Benefits and Challenges of Header Bidding for Advertisers
Introduction to In-App Bidding
Implementing In-App Bidding
Benefits and Challenges of In-App Bidding
How to Measure In-App Bidding
How Header Bidding Has Changed Auction Models
Advice for Publishers and App Developers
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Related Research
Synopsis

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