iPROM upgraded the iPROM Cloud technological solution with the pre-auction module (Header bidding) and thus established one of the most effective infrastructures for digital advertising on the market. It now offers our most demanding customers of all sizes a unified platform for the most effective access to the premium advertising inventory with unique options for reaching target groups on all global markets.

The header bidding model is a unified method of real-time trading with an advertising space, on the basis of which all potential customers can independently bid on all potential advertisements via different platforms simultaneously. With this integration, iPROM from now on offers our clients access to the most high-quality advertising positions in more than 80% of the world’s digital media, all in one place and on the same basis. The integration process took place from the beginning of 2017 and the development of the module is based on the guidelines of the Prebid.org organisation.

“The development of a global programmatic ecosystem has been experiencing a rapid rise in recent years and that is why we have been able to accumulate the knowledge and vast experience gained in this area into the niche of high-tech solutions, which is our response to the needs of the global market. Due to the possibility of using opencode solutions, which allows the advertising platform to start broadcasting its code, Prebid.js is nowadays the most widely used platform for header bidding, while the ecosystem itself supports more than 200 advertising platforms. The header bidding system is also a clear digital media response to the trend in which a handful of world players in the field of digital advertising have a dominant position and it removes the unapproachability of monopoly platforms.” This is how Simon Struna, Specialist for the programming ecosystem in iPROM explains the integration of the new module into the iPROM Cloud solution.

Reaching a high-quality advertising space in digital media

The integration of header bidding into iPROM Cloud now provides advertising clients with a complete overview of the available advertising space in digital media. This creates a unique opportunity for a better understanding of how to reach selected target groups that can be reached through high quality advertising positions. This is how advertisers can effectively widen the range of their advertising campaigns and reach a wider target audience, which is particularly important for international advertising campaigns and it provides a greater advantage in reaching niche target groups.

Better use of media funds

The new module provides advertisers with the possibility of viewing the entire advertising inventory before the beginning of the auction, as it starts before the digital media website is loaded. This provides the advertising client with the option of better positioning their advertisement, while the publishers can make better use of their advertising areas as all advertisers simultaneously bid on them directly, transparently and independently in the process of a real-time auction.

“This kind of leasing is highly effective for advertisers and more profitable for online publishers. This solution provides advertisers with uniform access to the premium inventory of global advertising markets and enables their use of media resources that is up to two times better than before. The integration of the header bidding through revenues with an unchanged advertiser’s budget can also provide online publishers with up to three times higher revenues than they would have received through existing advertising channels. From the publisher’s point of view it is as if they were catching a shoal of fish with ten hooks instead of one – the catch will be significantly better. Advertising platforms are very similar, since to be successful, you need to be on the right platform at the right time,” adds Struna.

Automated and transparent advertising

The leasing of an advertising space in digital media via the iPROM Cloud technology is centralised on all markets and unites in one spot all state of the art targeting forms.

“This innovation will consolidate the use of a programmatic way of leasing an advertising space in digital media for publishers and advertisers and provide both of them with better efficiency. Header bidding alongside mechanisms such as ads.txt and sellers.json increases trust and transparency and gives rise to the fact that programmatic media lease is becoming a definitive primary form of managing advertising spaces in digital media,” concludes Struna.

The new way of leasing an advertising space in digital media is currently available to iPROM’s contractual partners and in the future iPROM plans a public access to the user interface, including the API link for advanced users.