Home >> Digital >> Article

AndBeyond.Media launches revolutionary Header Bidding S2S

09-March-2017
Font Size   16
AndBeyond.Media launches revolutionary Header Bidding S2S

AndBeyond.Media, a leading on-demand native marketplace serving over 1 billion MM ad experiences, today announced the launch of its revolutionary header bidding solution, Header Bidding S2S. This is the next step in the evolution of auction dynamics that evolves the way in which Header Bidding is currently being looked at by publishers and their partners.

Talking about the newest innovation, Dharika Merchant, President, AndBeyond.Media, mentions, “Header Bidding S2S will provide publishers with a solution that is technically superior and much faster. The solution offers clear advantages – publishers can run a pre-auction before the ad server to create an equal opportunity for demand where S2S header bidding is much faster because all the heavy lifting happens on a remote server, not on a user’s browser. By allowing multiple buyers to bid on ad spaces at once through a unified auction, S2S will increase the value of a publisher’s programmatic ad yield, thereby increasing the competition in the auction and driving higher bid density, which subsequently translates into higher yield and increased revenue for publishers.”  

“Browser or client-side bidding allows publishers to offer ad inventory to multiple exchanges before making calls to their ad servers. However, in this process, the bid occurs on the user’s browser – auctions are run and ads are invited directly to the webpage via multiple JavaScript operations. This not only increases the page-load time, but heightens the risk of page-load latencies,” says Merchant, “In a time when mobile-first strategies are making page speeds more important than ever, and marketers are dealing with issues such as ad blocking, impediments like slow page loads and latencies are the stuff of nightmares that publishers have to deal with.”

To speed up load times, publishers are now slowly but surely seeing the advantage in moving to server-to-server connections, allowing for unified auctions to take place on servers instead of browsers.

“Publishers in the Indian subcontinent will be the first to experience the capabilities of Header Bidding S2S and we’re really excited to witness its adoption within the advertising ecosystem here,” says Karan Gupta, CEO, AndBeyond.Media, “S2S intends to break the notion that server-to-server bidding is still very much uncharted territory. With a solution this powerful, we look forward to driving scale and sustainable growth for our partners, and challenge the limits of innovation.”

“We at AndBeyond.Media are offering the bandwidth required for server-to-server auctions and can support businesses with the necessary infrastructure. Our solution will do the heavy lifting required, so that publishers do not have to suffer at the hands of page-load latencies and abysmal yield,” adds Merchant, impressing upon the superior technological capabilities that Header Bidding S2S brings to the table. “Publishers will no longer feel restricted as to how many demand sources they can plug in. S2S will also ensure that publishers will have fewer, performance-driven partners to work with, as everything will be integrated directly via the server.”

Header bidding is revolutionising digital advertising and header bidding containers are an essential element in managing this new technique. By moving the container off the user’s browser and onto the provider’s server, publishers can make use of tried-and-tested technologies to minimize complexity, improve ad quality, and optimise user experience.

AndBeyond.Media is a firm believer in the power of technology and scale via programmatic channels. Adding yet another feather to its suite of bespoke technology and solutions, the company is focused on driving quality engagement, delivering high performance, 100 per cent transparency, and viewability in its offerings.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space