Building the video header tech was difficult because publishers use so many different video players, said Andrew Casale, CEO of Index Exchange. CBC, for example, uses one player for its over-the-top viewing and another for its shorter news stories. That made Index’s development of the solution take twice as long. Integrations take two to three times longer for publishers, too, he said.
However, because of how video ad delivery works, Casale claims Index Exchange is able to avoid adding latency to page load times. With display header bidding, publishers must vigilantly monitor latency.
“We are separating fetching [market] demand from the act of rendering the ad or playing the content,” Casale said. The tech caches the ad until the user initiates video content. “By the time you hit the player, you are ready to go.”
Casale sees video header bidding supercharging demand for programmatic inventory. If buyers see quality, data-rich users on video programmatic, they’ll start bidding more for them.
“Video will always be highly sold-through and expensive, but when the market can see what’s there, supply and demand will take over,” Casale said. “Certain marketers will pay a premium to reserve programmatically and buy the exact audiences they want to.”
The solution works on desktop and mobile web. Besides CBC, two dozen publishers are in the integration process.