While Facebook has been testing header bidding with a small number of publishers, it’s finally ready to roll out a broader plan.
The company has 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. Header bidding has become a growing trend that some say helps democratize the programmatic buying process for advertisers while also increasing revenue for publishers.