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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.

Barry Levine on June 19, 2017 at 11:52 am

The IAB Technology Laboratory has released for public comment a draft standard describing how header bidding containers would work 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.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.