Page 15 - AeM_Sept_2017

RESEARCH, ANALYSIS & TRENDS

means ensuring you work with the correct bidding part- source one, which allows for the safe passage of data.
ners and maintain a cap on the time allotted to placing Again, this comes down to choosing the right partners
bids. There is also growing talk of server-side header and exchanges to work with – and as long as you work
bidding, which is faster than traditional header bidding with reputable sources, your data is safe.
as it uses a remote server and is therefore able to col-
lect more bids. Fortunately, all this discussion around header bidding
has prompted industry watchdog IAB to propose a set
Having said that, we are still to see what happens when of standards specifically focused around data transfer
publishers work with multiple vendors, and I’m certain between publishers and advertisers, as well as on re-
that further complicates matters. porting ad impressions.
The idea of having an open, transparent and fair solu-
Your data isn’t safe tion is a step in the right direction and one that will quell
fears, eventually accelerating the growth of header bid-
Based on discussions with regional publishers in recent ding in Southeast Asia. ◊
months, it’s clear that there is a deep-rooted fear of data
leakage. By Andrew Stephens, CEO,
Ambient Digital Group
Unlike programmatic advertising where bidding happens
on the publisher’s own ad server, with header bidding
publishers send user data behind each impression to
the demand sources. However, this is only an issue if
you’re using a proprietary solution rather than an open

MediaBUZZ Pte Ltd - Independant ePublisher for Asia