![]() Can set a fallback: The post-bid is used to monetize any impressions that have gone unfilled by direct-sold campaigns, primary header auction, and connected exchanges but even the post-bid auction can go unfilled.In fact, by calling all demand sources concurrently, it runs faster compared to the legacy daisy chain mediation setup. ![]() This way, the post-bid setup neither contributes additional latency nor affects other ad spend. No additional latency: Since post-bid is just a third-party tag, the ad server receives the impression as soon as the page first loads.Once that’s done, Prebid.js will run the auction across all demand sources each time a post-bid line item wins the auction. All you have to do is insert the third-party tag in your ad slot. Easy to implement: Compared to header bidding, there’s very little engineering or development work required to configure post-bidding.The creative runs an auction via the wrapper (like Prebid.js), which then displays the highest price creative in that ad slot. The post-bid line item’s creative is served to the page.The post-bid line item wins based on historic price in this case (as shown in the illustration courtesy of ).The ad server chooses a line item among direct-sold ads, participating exchanges (like AdX), and the post-bid line item based on a unified auction.The webpage sends an impression to the ad server (like GAM).As you’ll see later, that small change makes a big difference. This is different from header bidding, in which demand sources compete before the ad server has seen the impression. In a post-bid setup, demand sources compete after the ad server has chosen the post-bid line item. To improve fill rate, publishers can either review and optimize the header bidding wrapper configuration or use post-bidding to monetize the unfilled inventory-ideally both. However, header bidding can fall short of achieving a 100% fill rate, especially if the timeouts are not optimized, page latency is too high, or there are not enough demand partners in the mix. By allowing multiple demand partners to bid on available impressions in real-time and on equal footing, header bidding delivers better overall yield and overcomes some of the efficiencies associated with the older waterfall method of ad serving. Most publishers are familiar with and use header bidding (aka pre-bidding) as part of their programmatic monetization strategy.
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