Updated: March 2018. HEADER BIDDING INDUSTRY INDEX - MARCH 2018. AN ANALYSIS OF WHAT HEADER BIDDING WRAPPERS AND ADAPTER
HEADER BIDDING INDUSTRY INDEX - MARCH 2018 AN ANALYSIS OF WHAT HEADER BIDDING WRAPPERS AND ADAPTERS PUBLISHERS ARE USING
Updated: March 2018
Methodology •We took the Top 5,000 US sites from alexa.com and removed any that didn’t show ads •The top remaining 1,000 sites formed the HBIX •We then looked for 700+ manually-found expressions to indicate if/how these sites were doing header bidding •For more insight into our methodology, visit dev.serverbid.com/v1.0/ docs/hbix-methodology
Updated: March 2018
Header Bidding Adoption
Updated: March 2018
How many sites are doing header bidding? Yes 22%
No 27% Yes 73%
Sites in HBIX (Top 1,000 sites that do programmatic advertising) Updated: March 2018
No 78%
Alexa’s Top 3,000 Sites
Header bidding adoption over time 75
73
70%
70.9%
71.6%
73.3%
73.1%
73.4%
January
February
March
72%
70
68
65 September
Updated: March 2018
October
November
December
Header bidding adoption over time (broken down) Integration Type
Oct
Nov
Dec
Jan
Feb
March
% Change
Any Header Bidding
71%
71.6%
72%
73.3%
73.1%
73.4%
+0.41%
Client-Side Wrapper Only
43.2%
40.4%
41.6%
40.1%
39.0%
39.1%
+0.26%
Hybrid Wrappers
14.8%
17.7%
18.1%
20.7%
21.1%
22.5%
+6.22%
Server-Side Wrappers Only
6.2%
5.7%
6.1%
5.8%
6.3%
6.0%
-5.00%
No Wrappers
6.7%
7.8%
6.2%
6.7%
6.7%
5.8%
-15.52%
Updated: March 2018
Hybrid = uses both server-side and client-side wrapper
Header bidding adoption over time (broken down) 0.8
70%
% of Sites in HBIX
0.6
0.4
7.7% 5.8% 13.6%
71% 6.7% 6.2% 14.8%
42.6%
43.2%
September
October
71.6% 7.7% 5.8% 17.7% 40.4%
72% 6.2% 6.1% 18.1% 41.6%
73.3%
73.1%
6.7% 5.8% 20.7%
6.7% 6.3% 21.1%
73.4% 5.8% 6% 22.5%
40.1%
39%
39.1%
January
February
March
0.2
0
Updated: March 2018
November December
Hybrid = uses both server-side and client-side wrapper
No Wrapper Server-Side Wrapper Only Hybrid Wrapper User Client-Side Wrapper Only
What % of HBIX sites do header bidding by category? 80%
79%
% of Sites
60%
61%
60% 50%
40%
20%
0%
Updated: March 2018
News/Content
Communities
Utilities
eCommerce
What % of HBIX sites do header bidding by US traffic rank? 82%
82% 79% 76%
% of Sites
74%
73%
72% 66%
58%
50%
Updated: March 2018
Top 100
Top 500
Top 1000
Top 2000
Top 3000
What % of all sites do header bidding by US traffic rank? 28%
28% 25.4%
% of Sites
21%
21%
23.4%
21.6%
14%
7%
0%
Updated: March 2018
Top 100
Top 500
Top 1000
Top 2000
Top 3000
Adapter/Bidder Adoption
Updated: March 2018
What demand partner adapters are sites using? (Top ten) 50%
48.4%
48.3%
% of Sites
38%
40.5%
38.1%
35.8%
32.9%
25%
31.2% 24.4%
13% 0%
14.9%
AppNexus Index Exchange
Updated: March 2018
Amazon
OpenX
Rubicon
AOL
Criteo
Sovrn
Sonobi
12.3%
DistrictM
What demand partner adapters are sites using? (Next ten - see raw data for all bidders) 11%
10.4%
% of Sites
8%
9.7%
9.3%
8.6% 7.2%
6%
6.8%
6.5% 4.7%
3% 0%
PulsePoint
Updated: March 2018
Pubmatic
Conversant
Facebook
RhythmOne
TripleLift
Yieldbot
TrustX
4%
bRealTime
3.4%
Kargo
What demand partner adapters are sites using? (Top 100 Sites in the HBIX) 60%
58%
55%
% of Sites
45%
48%
47%
47% 42% 37%
30% 15% 0%
Index Exchange AppNexus
Updated: March 2018
Rubicon
Amazon
OpenX
AOL
Criteo
This looks just at the 100 most trafficked-sites in the HBIX
21%
21%
Sonobi
Sovrn
17%
Facebook
Month Over Month Biggest Changes December Conversant
Change
89
93
4.3%
Rubicon
352
358
1.7%
AppNexus
479
484
1.0%
71
68
4.4%
Criteo
332
312
6.4%
PulsePoint
118
104
13.5%
TripleLift
Updated: March 2018
January
*Min 60 times seen
Number of sites by adapter count 26%
25.4%
% of Sites
19.5%
13%
16.3%
17.9% 13.8%
6.5%
0%
1-2
Updated: March 2018
3-5
6-8
9+
Wrapper Adoption
Updated: March 2018
What client-side wrappers are header bidding sites using? 20%
20.6%
20.1% 16.1%
% of Sites
15%
10%
5.9%
5%
3.5% 0%
Index Exchange
Updated: March 2018
In-House (w/Prebid)
Other Vendor (w/ Prebid)
Other Vendor (Proprietary)
Note: 5.8% of sites do header bidding without a wrapper
In-House (Proprietary)
Breakdown of “Other Vendors” 4%
3.8%
% of Sites
3%
2.3%
2%
1.9% 1.2%
1%
0%
AppNexus (PB Enterprise) Curse Digital Media (Prebid.js)
Updated: March 2018
(Proprietary Code)
1.1%
1.1%
Sortable
Venatus Media
Freestar
Proper Media
(Prebid.js)
(Prebid.js)
(Prebid.js)
(Proprietary Code)
Breakdown of “Other Vendors” (Next eight - see raw data for all bidders) 1.00%
1% 0.9% 0.8%
% of Sites
0.75%
0.7%
0.7%
0.7% 0.6%
0.50%
0.5%
0.25%
0.00%
Updated: March 2018
RTK
DistrictM
UnderDog
MonetizeMore
HashTag Labs
AdBridg
bRealTime
PlayWire Meida
(Prebid.js)
(Proprietary)
(Prebid.js)
(Prebid.js)
(Prebid.js)
(Proprietary)
(Prebid.js)
(Prebid.js)
What server-side wrappers are header bidding sites using? 20%
24.4%
2% 2% % of Sites
% of Sites
15%
10%
1.7% 1.5%
1%
0.8% 1%
0.5%
5% 0% 0%
Updated: March 2018
Amazon TAM
Purch
Media.net
Prebid Server
Index S2S
0.4%
0.4%
ServerBid
Sonobi
Breakdown of client-side wrappers seen by code type
PubFood-Based 1.36%
Proprietary Code 44.0%
Updated: March 2018
Prebid-Based 54.68%
n=662, the total number of client-side wrappers seen
Breakdown of client-side wrappers seen by solution type
Other Vendors 33.23%
In-House 35.65%
Index Exchange 31.12% Updated: March 2018
n=662, the total number of client-side wrappers seen
Average # of Adapters
Updated: March 2018
Average # of bidders by wrapper usage 8
Avg # of bidders
7
7.14
6.61 5.74
5
5.32
4 3 1 0
Updated: March 2018
1.22 Other Vendor
In-House
Total Average
Index Exchange
No Wrapper
Average # of bidders in client-side wrappers (total average over time) 5.88
5.9
5.87
5.81 5.775
5.71
5.71
5.74
5.65
5.54 5.525
5.4
September
Updated: March 2018
October
November
December
January
February
March
About ServerBid ServerBid Enterprise is a header-bidding-as-a-service solution that lets exchanges, networks, and DSPs offer a header bidding adapter without having to build it themselves. ServerBid Publisher is a Prebid.js adapter that enables publishers to add incremental header bidding partners without impacting page load times. Reach out to
[email protected] for more info. HEADQUARTERS 501 Washington Street Durham, NC 27701 WEBSITE https://www.serverbid.com
Updated: March 2018
