‘Ad Exchange bRealTime Launches Biddr+ for Header Bidding’ – Marketing Land
Berry Levine says, “bRealTime, a programmatic ad exchange for publishers, is today launching a header bidding service called Biddr+ to help manage multiple ad buyers.
Header bidding is a way for websites to directly take bids from a number of advertisers simultaneously, without having to offer it first to one buyer and then, if no sale is made, to another.
Such “waterfall” bidding can mean the website doesn’t realize the actual value of the available space, because the space is sold without all potential buyers having a shot.
In header bidding, a small JavaScript tag in the site’s page header calls the bidding or demand source, like an ad network or exchange.
But, as bRealTime general manager Brian Weigel pointed out, you need a tag for each demand source. The more tags you have, each calling for a bid, the greater the likelihood that the page load will be delayed“.
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