Header Bidding as Smart Service for Selling Ads in the Digital Era

Claudia Loebbecke; Stefan Cremer; Maximilian Richter

doi:10.29333/jisem/8483

Header Bidding as Smart Service for Selling Ads in the Digital Era

Claudia Loebbecke ¹ ^* , Stefan Cremer ¹, Maximilian Richter ¹

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¹ Dept. of Media and Technology Management, University of Cologne, Cologne, GERMANY
^* Corresponding Author

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Research Article

Journal of Information Systems Engineering and Management, 2020 - Volume 5 Issue 4, Article No: em0123
https://doi.org/10.29333/jisem/8483

Published Online: 29 Aug 2020

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APA 6th edition

In-text citation: (Loebbecke et al., 2020)
Reference: Loebbecke, C., Cremer, S., & Richter, M. (2020). Header Bidding as Smart Service for Selling Ads in the Digital Era. Journal of Information Systems Engineering and Management, 5(4), em0123. https://doi.org/10.29333/jisem/8483

Vancouver

In-text citation: (1), (2), (3), etc.
Reference: Loebbecke C, Cremer S, Richter M. Header Bidding as Smart Service for Selling Ads in the Digital Era. J INFORM SYSTEMS ENG. 2020;5(4):em0123. https://doi.org/10.29333/jisem/8483

AMA 10th edition

In-text citation: (1), (2), (3), etc.
Reference: Loebbecke C, Cremer S, Richter M. Header Bidding as Smart Service for Selling Ads in the Digital Era. J INFORM SYSTEMS ENG. 2020;5(4), em0123. https://doi.org/10.29333/jisem/8483

Chicago

In-text citation: (Loebbecke et al., 2020)
Reference: Loebbecke, Claudia, Stefan Cremer, and Maximilian Richter. "Header Bidding as Smart Service for Selling Ads in the Digital Era". Journal of Information Systems Engineering and Management 2020 5 no. 4 (2020): em0123. https://doi.org/10.29333/jisem/8483

Harvard

In-text citation: (Loebbecke et al., 2020)
Reference: Loebbecke, C., Cremer, S., and Richter, M. (2020). Header Bidding as Smart Service for Selling Ads in the Digital Era. Journal of Information Systems Engineering and Management, 5(4), em0123. https://doi.org/10.29333/jisem/8483

MLA

In-text citation: (Loebbecke et al., 2020)
Reference: Loebbecke, Claudia et al. "Header Bidding as Smart Service for Selling Ads in the Digital Era". Journal of Information Systems Engineering and Management, vol. 5, no. 4, 2020, em0123. https://doi.org/10.29333/jisem/8483

ABSTRACT

Header bidding refers to an innovative, smart service for online advertising. It facilitates concurrent, automatic real-time bidding for ad spaces on online publishers’ websites and thereby supports online publishers’ in their efforts to tackle Google’s dominance in the online advertising market. Interdisciplinary service science research on the opportunities and challenges of smart header bidding services is still scarce. To this end, we analyze a comprehensive dataset, covering header bidding solutions and connected supply-side platforms, for the top 20 German website publishers. We carve out requirements for establishing header bidding as a successful smart service in the digital arena and offer some guidance on how to design and take advantage of header bidding services for monetizing publishers’ online content. We further suggest that publishers must monitor rising header bidding substitutes, such as Google’s exchange bidding, to secure sustainable value creation from header bidding as technology-based service transformation in the digital world.

KEYWORDS

smart services online advertising header bidding content monetization

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