Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
While Facebook has been testing header bidding with a small number of publishers, it’s finally ready to roll out a broader plan.
Today, the company announced it’s opening up the Facebook Audience Network to mobile web publishers who want to use header bidding via a small group of technology partners. Facebook is partnering with six ad-tech companies—AppNexus, Amazon Publisher Services, Index Exchange, Media.net, Sonobi and Sortable—with more to come in the future.
Header bidding lets publishers auction inventory to multiple potential buyers at once before taking the highest offer—a pivot away from the traditional “waterfall” programmatic approach of stopping at the first acceptable offer.