Fill risk: A writer’s ad server would often decide to serve impressions to the trade with the maximum common rate, but now and again the exchange couldn’t fill those impressions. It also requires the writer to have a plan B in place in the event that they are looking to sell the influence at all. The plan B could be to call out to another exchange or to pass back to their ad server for the second one round of ad selections where the entire procedure might repeat itself. Publishers wish to know if they can fill their impressions before they call the exchanges which they could’t with the waterfall architecture.
Header bidding wrappers were announced to unravel this issue. With wrappers, a writer can combine multiple demand assets in the head of their page. No more extra individual setups were needed which saves the publisher a lot of effort, time and cash. Using the mixed header code publishers can run distinct header bidding partners concurrently and entirely enjoy the benefits that go along with it comparable to discussed in the benefits part above. With wrappers, the issue of site speed also should get solved. Currently, there are assorted header bidding wrappers available on the market with a mixture of ad tech company developed and open source solutions.
Header Bidding and video mix: Video maintains to grow at an exponential rate as a platform and via demand from users. Many publishers want to stake their claim with video; hence video header bidding is something to keep an eye on. However, here’s not without its demanding situations. Not only does video act in another way no header code, however the video advertisements panorama is alternative in comparison to show ads. There remains to be a large number of disagreeing opinions in regards to the use of video header bidding and what the consequences can be, but doubtlessly as with basic header bidding it may help publishers gain back inventory control and augment their yield.