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OPINION Header bidding has already conquered a significant market share and has shown a strong record of boosting publishers' ad revenue by allowing

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Publishers: Stop worrying about video header bidding and start using it Skip to content September 18, 2024 stickyLogoAnchor Connecting media and tech trailblazers shaping the future of media LinkedIn Instagram Twitter Empowered by Sovrn What’s New Mx3 HQMarketing and PR messagesGuest ColumnsDigital PublishingReader RevenueAudience EngagementDigital InnovationPlatformsAdvertisingTechnologyStories from the media- and general tech sectorMediaStories from the media/publishing sectorCollectifStories from our Collectif members EventsJOIN THE COLLECTIFReports 46th FIPP World Media Congress Report AI, tech innovation, revenue strategies, engaging future generations, sustainability, advertising, licensing, DEI, the enduring appeal of print magazines and the rise of creator-led media. Read more Mx3 Specialist Media USA Report How pioneering U.S. publishers and media businesses are experimenting, and succeeding, with innovative content formats or business models. Read more MX3 Barcelona Report We've gathered the highlights of MX3 Barcelona event, held on March 12-13 2024. Read more NextGen Panel, Report Two The second report from our Gen Z panelists looks at media consumption and Gen Z mental health Read more NextGen Panel, Report One The first report from our Gen Z panelists looking at authenticity, monetization and hiring Read more Key Takeaways from Mx3AI London 2023 Seven major takeaways from Mx3AI, including challenges, innovation and opportunities. Read more The Mx3 Innovators in specialist media Europe (Consumer Media Edition) How pioneering specialist consumer media publishers across Europe are reinventing business models and diversifying revenue Read more Skills, talent, and requitment in the age of AI The state of skills, talent and recruitment across the media industry, with a special focus on the implications of the emergence of AI. Read more Mx3 Leadership Report: Media For Interest-Based Communities. Rich insights on niche audiences and how to successfully engage and monetise them Read more AI, Technology and the Media The key presenters at FIPP Congress 2023 share their views on how AI and Web 3.0 – will shape the future of the media Read more About Home / WNIP Archive / Advertising / Publishers: Stop worrying about video header bidding and start using it FacebookTwitterGoogle+LinkedInPinterest Advertising 6 mins read Publishers: Stop worrying about video header bidding and start using it By Contributor4 years ago Getting your Trinity Audio player ready... OPINION Header bidding has already conquered a significant market share and has shown a strong record of boosting publishers’ ad revenue by allowing greater flexibility in choosing the demand partners.  However, most publishers are still wary of header bidding; almost a third (32.3%) of U.S. publishers have not used it in Q3 2020. The adoption is even slower for video inventory, where publishers lament lack of skill set (44%) and development resources (37%). Nevertheless, header bidding promises lucrative gains to video publishers, as it can boost video CPMs by as much as 50%, and the tech integrations are no longer very demanding and can be solved with severa

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