In-app bidding is a method for publishers to auction ad inventory to multiple advertisers simultaneously.
In-app bidding, also known as mobile header bidding, is a programmatic advertising methodology that allows mobile app publishers to offer their ad inventory to several demand partners or advertisers at the same time, fostering a competitive auction environment. Unlike waterfall methods where demand partners are prioritized, in in-app bidding, all bidders have an equal opportunity to win the inventory.
Let's say an app developer has 1000 daily active users. Here, in-app bidding allows him to auction ad space each time an ad is to be shown. Demand partners A, B, and C bid $2, $3, and $2.5 respectively. Despite Partner A perhaps being a preference in the waterfall method, Partner B with the highest bid wins in this real-time auction.
In-app bidding brings transparency in transactions by creating a level playing field for all advertisers. It can potentially increase the ad income for publishers since each ad impression goes to the highest bidder. This method also ensures a seamless and latency-free user experience by removing the need for the app to communicate with multiple ad networks individually.
Strategies for improving in-app bidding involve data-driven decisions and diversification. You can work towards optimizing the traffic, ensuring a quality audience, and hence attracting top-tier advertisers. Diversifying demand partners can also increase bids for your inventory.
Several factors can impact in-app bidding. The quality of the user base, relevance of ads with respect of content, the prominence of ad space, and the rapport with advertisers can all influence your in-app bidding strategy.
In-app bidding and other e-commerce metrics, such as conversion rate, average order value (AOV), or customer lifetime value (CLV), are closely related. Higher in-app bidding generally leads to better viewability and interaction, which in turn could increase these metrics in eCommerce, thereby boosting the overall revenue.
safeguarding apps from unauthorized takeovers for enhanced security and user trust.
A measurement of the increase in sales due to a specific marketing or advertising effort.
Incrementality Measurement is the process of assessing the effectiveness of a marketing campaign by determining the extr...
In-app header bidding is a programmatic advertising strategy for mobile apps that enhances ad monetization and inventory...
Impressions measures the number of times an advertisement is seen in digital channels, helping marketers determine how e...
Incremental ROI measures the additional revenue generated for each dollar invested.