The global proliferation of programmatic digital out of home (DOOH) advertising has meant media owners can integrate with an ever-growing number of supply-side platforms (SSPs).
Though this has helped drive the further adoption of programmatic buying within DOOH, this rapid growth has led to fragmentation and increasingly lengthy processes. The introduction of header bidding solutions has helped to address these challenges.
The unified auction framework, a mainstay of online programmatic, enables publishers to streamline and automate media trading while also driving yield. Despite these benefits and its proven track record in other formats such as video, with 55% of publishers having adopted header bidding by mid-2021, some still hesitate over adopting this solution.Â
Media owners often cite two reasons as barriers to entry. The first is that they feel they are not yet securing enough income from their programmatic partners. The second is that with their inventory not selling out, they feel a bidding process could further exacerbate this.
Both these responses boil down to media owners believing that it’s too early to adopt programmatic DOOH to truly take advantage of a header bidding solution. However, adopting this auction framework could actually help publishers gain greater yield on their inventory, no matter where they are on their programmatic DOOH journey.
Digital Platforms & Tools
