What is Video Header Bidding | Cedato

What is Video Header Bidding | Cedato


Video header bidding is a sell-side technology that enables publishers to open-up their video inventory to multiple demand sources at the same time. In video, as opposed to display, the Header Bidding logic runs in the player. Because video is more complex than display;
due to the many types of formats, and standards, video ad serving and event tracking is more
challenging VHB is a modern technology that eliminates problems caused by the traditional waterfall method of selling inventory, where a publisher’s video ad server makes ad calls to different demand sources one after the other. This sequential process increases latency
& reduces publisher’s ability to maximize yield VHB can dramatically increase yield optimization. It Reduced latency and
Protects publishers from potential losses due to unavailability of demand sources At Cedato We’ve been running VHB for over 2 years across 100’s of millions of impressions and on any type of device. Based on our analysis, VHB has been proven
to consistently increase video monetization by 60%. In most cases publishers are forced to choose a client side or server side VHB solution, each with its own drawbacks. In programmatic video, this sacrifice is far
too costly. A hybrid VHB solution captures the best of
both worlds performing the heavy lifting on the server
side and the last mile of optimization on the client side Operating in real time across all video formats, a hybrid solution overcomes video compatibility
issues to lift demand, yield and fill rates, while minimizing latency and reducing the
risk of video delivery and playback errors.

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