New York, US: VertaMedia, an award-winning video monetisation platform for publishers, has announced the launch of its innovative new header bidding ad server, leading an industry-wide shift towards server-side header bidding.
The new ad server provides publishers with the technical functionality required to create a server-side header bidding ecosystem on their websites. Rather than header bidding occurring on the user’s browser, server-side integration speeds up the process, reducing latency and maximising publisher yields by allowing bids from more partners simultaneously.
In addition to the header bidding framework, VertaMedia has powered its ad server with RTB-bidder, meaning publishers can add any demand partner to the auction process, even if they can’t process header bidding calls. The ad server ensures transparency in the bidding process, informing publishers if VertaMedia’s ad exchange has an ad to show, and establishing a price before the ad call is made.
“Server-side integrations are clearly the future of header bidding, but they have introduced concerns around transparency,” commented Alex Bornyakov, CEO and Founder of VertaMedia. “Our new header bidding ad server reduces latency and maximises publisher yields, but also addresses these transparency concerns by allowing a wide pool of demand partners to be added and providing publishers with unique visibility into the bidding process.”
Video monetisation platform VertaMedia helps publishers to maximise their inventory in an increasingly programmatic advertising ecosystem. Its advanced, white-label technology uses a bespoke system, the VertaMedia™ Intelli algorithm, to instantly link publishers with the best demand source for each impression, delivering fill rates of up to 45% in an industry where averages are just 15-20%. The company is continuing to build on the success of this offering, which now includes 100+ global demand-side partners.
VertaMedia is headquartered in New York with offices globally and is recognised as one of America’s fastest-growing private companies by Inc. 5000, with 576% year-on-year expansion.