The biggest innovation of header bidding, one which Andrew Casale was hinting at in his recent AdExchanger Op-ed, is the ability to gather advertising assets guaranteed to pay out a given CPM and use them as you see fit on the page. This does not include re-use but it soon will. The publisher will run the header auction, get the guaranteed creative and store it in their CMS from which it will load directly. The advertiser will allow the ad to be served at that CPM for:
– any matching audience
– capping each reader to a certain number of impressions per day
– expiring at the end of a given period, say 30 days.
Header Bidding Guaranteed will be the next big thing in online advertising and it will lead to further control for publishers over their own advertising destiny.
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