symplr, one of the largest ad monetization service providers in Germany, considers revenue generated through header bidding to be a very important part of its adtech monetization solution for publishers. However, the process of setting up and managing header bidding was resource-heavy and time-consuming. symplr needed to set up and manage up to thousands of line items, placements and ad creatives in Google Ad Manager. Additionally, reporting on revenue generated via header bidding was neither intuitive nor precise.
Activating header bidding traffic and driving efficiencies
In May 2022, symplr activated the header bidding trafficking feature on Google Ad Manager, which allowed it to integrate existing and new header bidding demand in a much more efficient way and without the need to update the pre-bid tagging on publisher sites.
There was no need to deactivate the traditional way of delivering header bidding demand with price priority line items. The performance of this new feature could be easily tracked via the reporting tab in Google Ad Manager.
Increasing revenue growth for the network
The header bidding performance of the entire publisher network from symplr increased by +31% in overall CPM (November 2021 vs. November 2022). AdSpeed measured in creative loading time (0-500 ms) increased by +10%. Over the same period, the fill rate increased by +5% for supported banner web formats.
The header bidding trafficking feature on Google Ad Manager enabled symplr to significantly improve the efficiency and effectiveness of their header bidding setup. This resulted in substantial revenue growth for the entire network.