IAB Tech Lab posts draft standard for header bidding containers
The 8-page document, now out for comments, outlines tech considerations for how the containers should integrate with ad servers.
This is the first proposed IAB spec relating to the increasingly popular header bidding, which bypasses Google’s waterfall auction in favor of a simultaneous auction from demand partners prior to the ad server call.
The pending standard is the work of a Header Tag Task Force within the IAB that has sought to establish “baseline open protocol.” Comments can be sent to OpenRTB@iabtechlab.com by July 28.
The draft standard describes considerations and best practices for line-item setup, setup of demand sources, data to be passed between container and server, and reporting.
IAB Tech Lab GM Alanna Gombert pointed out via email that publishers have implemented various strategies for integrating their header bidding with ad servers, plus there are a variety of ad servers. The draft standard, she said, is intended to be “non-biased and neutral with regards to technology functionalities.”
She added that the standard might help improve publishers’ planning, could be used as a guide for technology providers and can help publishers scale up for international volume.
These guidelines, Gombert noted, do not relate to Google’s Exchange Bidding, which has been provided by the tech giant as an alternative to the grassroots header bidding approach.
Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.