Header Bidding is the technology on the rise. Increased volume of its implementation entails loads that only major players can process.
Expansion in operations promises monetization growth by almost the third. Header Bidding makes all bidders equal and publishers can get a higher yield. With that, platforms need to set control over the larger volume of transactions. The more requests, the more pressure falls on programmatic infrastructure.
Last year, operational volumes of the largest DSPs have been multiplied by two. With the header bidding in play, the number of impressions may reach trillions. DSPs and SSPs are forced either to build up one’s servers or settle for reduced amounts. The latter can bring the domino effect. Players with the smaller starting field will be left out progressively.
To adapt is to grow
Smaller DSPs are advised to partner up with larger players. Analysts see no point in launching new platforms, when the existing infrastructure can be built upon. SSPs are more likely to send their bids to DSPs with higher spendings. This way, they ignore vendors that can’t handle the impressions flow. The ones that are technically fit take the blow. Thus, once again, we come to the conclusion: DSPs need to develop their capacities.
Play fair or drop out of the game
DSPs get more tools of influence as concerning their interaction with the SSPs they are dissatisfied with. Header Bidding makes it easier for DSPs to send their buys another way. SSPs that are caught on ad fraud or being shady with fees can be easily disqualified. Moreover, DSPs now have the ability to partially buy inventory directly, while depriving SSPs of their share of the revenue.
The conclusion that we can draw is that programmatic ecosystem will include all the less actors in the future. Current developments put the pressure on platforms that only the strongest can withstand.