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Video: eCPMs up to 100% higher on Header Bidding than on Tag-based integrations

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Video: eCPMs up to 100% higher on Header Bidding than on Tag-based integrations


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AppNexus today announced client success with Header Bidding Video, built on Prebid.js, the industry’s most widely adopted open source header bidding technology. Premium publishers, including Ranker, FANDOM, and Diply, reported increased share of revenue through video header bidding, including eCPMs up to 100% higher than tag-based integrations; ease of integration and extensibility; advantages of customization; and optimized national and international yield.

“Prebid Video unlocks valuable video supply and raises the quality of the video marketplace, transforming video header bidding from early adopter status to a mainstream monetization strategy. We have seen more than one billion video header bidding requests monthly, and eCPMs are often well above average prices in video exchanges,” said Eric Hoffert, SVP, Video Technology, AppNexus.



Prebid Video is available through prebid.org and supports all major video players, including video.js, JW Player, Brightcove, Kaltura, and Ooyala. Prebid Video enables publishers to monetize instream and outstream video inventory with customization and control across desktop and mobile, offering revenue optimization via premium demand partners, while reducing latency.

“Prebid Video has allowed us to extend easily from display to video header bidding, a crucial capability for omni-channel publishers,” said Lincoln Gunn, Director of Revenue Partnerships, FANDOM. “We have also been able to tap into international video demand and use multiple demand partners. These factors have enabled us to activate outstream revenue and move away from tag-based partnerships, leading to increased competition.”

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