Untangling Header Bidding Lore: Some Myths, Some Truths, and Some Hope

Published

Conference Paper

© 2020, Springer Nature Switzerland AG. Header bidding (HB) is a relatively new online advertising technology that allows a content publisher to conduct a client-side (i.e., from within the end-user’s browser), real-time auction for selling ad slots on a web page. We developed a new browser extension for Chrome and Firefox to observe this in-browser auction process from the user’s perspective. We use real end-user measurements from 393,400 HB auctions to (a) quantify the ad revenue from HB auctions, (b) estimate latency overheads when integrating with ad exchanges and discuss their implications for ad revenue, and (c) break down the time spent in soliciting bids from ad exchanges into various factors and highlight areas for improvement. For the users in our study, we find that HB increases ad revenue for web sites by 28% compared to that in real-time bidding as reported in a prior work. We also find that the latency overheads in HB can be easily reduced or eliminated and outline a few solutions, and pitch the HB platform as an opportunity for privacy-preserving advertising.

Full Text

Duke Authors

Cited Authors

  • Aqeel, W; Bhattacherjee, D; Chandrasekaran, B; Godfrey, PB; Laughlin, G; Maggs, B; Singla, A

Published Date

  • January 1, 2020

Published In

Volume / Issue

  • 12048 LNCS /

Start / End Page

  • 280 - 297

Electronic International Standard Serial Number (EISSN)

  • 1611-3349

International Standard Serial Number (ISSN)

  • 0302-9743

International Standard Book Number 13 (ISBN-13)

  • 9783030440800

Digital Object Identifier (DOI)

  • 10.1007/978-3-030-44081-7_17

Citation Source

  • Scopus