News / AOL Platforms

One by AOL Delivers Header Bidding Container Solution to Publishers

Aug 10, 2016

AOL has been in the header bidding business for quite some time, and listening closely to our clients, we know it fosters a love/hate relationship. One client, a VP of Programmatic at a large, global publisher recently said that to her, “Header bidding has become just another waterfall.”
There is no denying the massive revenue increases publishers have seen since adopting header bidding, but there is plenty of truth to this statement if your header bidding stack isn’t optimized - which for many publishers means the use of a container solution. For efficient operations, your container should make managing all your bidder relationships simple, give you flexible controls to maximize demand opportunities while preventing latency, and provide transparency into performance across all your partners. 
These are the three most common sentiments we heard in the development of our container solution:
Managing my header bidding partners is super resource intensive, and they don’t all play nice with each other. This is the strongest use case for using a container solution, and selecting a container partner that has integrations with every bidder you use. There are a couple bidders (not naming any names) that won’t play nice with any container, and there’s no real way around that, but the container you choose should work with all your other demand partners, seamlessly managing your scripting and bidder updates for you - and empowering you with unified reporting.
Latency is still affecting my performance. Question if your container solution is non-biased. Containers waiting to ingest bid data for every demand partner, using that to determine their bidder’s bid, add a bunch of latency to your auction. Working with a partner who enables custom timeout controls can also minimize potential latency. (Side note: if you have a lot of heavy creative, normally coming from direct sold campaigns, that is likely the culprit, with header bidding taking the blame for page load time.)
I feel like Google is still owning the discussion. The ONE by AOL product strategy is focused on offering publishers a fair, non-biased auction, with every demand partner - so they can better control and maximize their monetization destiny. Google announced an “opening up” of dynamic allocation, and we have nothing against that or the publishers who decide to take part, whenever it is available. Whether Google chooses to truly integrate with every demand partner, charge for this more open choice, bias their demand, or change their decisioning model, it’s their right to do so. AOL is a believer in open technologies, and we modeled our solution on the tenets of openness, ease of integration, free to our publisher partners, and great service.
We approach the container not just as an evolution in header bidding, but as a step toward true holistic yield management. Want to learn more about our container? Visit the AOL Header Bidding Solution page, or email us at
Until next time,