New header bidding innovation moves beyond standard IAB formats to boost time-in-view for advertisers and deliver an average 60% eCPM increase for publishers
33Across announced the launch of Impact Header Bidding. This latest addition to its AttentionX exchange platform makes even more unique, high-viewability supply accessible to buyers and creates a powerful new monetization opportunity for 33Across publishers.
“As marketers increasingly demand quality audience attention for their programmatic advertising investment, 33Across continues to build real-time connections to unique, highly viewable supply,” said Eric Wheeler, CEO of 33Across. “With the launch of Impact Header Bidding, we’re combining the unparalleled performance of our Impact Ads with the scale, transparency, and growth of header bidding.”
With Impact Header Bidding, the winning advertiser’s creative renders within a 33Across Impact Ad format instead of a standard IAB placement. By dramatically increasing the supply of these unique ad units from its header bidding publishers, 33Across will drive significantly higher overall time-in-view for the advertisers on its exchange – 33Across Impact Ad formats have an average time-in-view of 25 seconds, as measured by MOAT.
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“We recognize the value in the amount of time an ad is visible to a user. A recent media trial conducted by the IPG Media Lab found a strong correlation between time-in-view and online conversions,” said Alex Bradbury, Associate Director of Marketplace Innovation at Magna Global. “We support investments in innovative solutions designed to deliver higher time-in-view and better performance for our clients.”
“Highly viewable inventory is a key factor in driving campaign performance for our clients,” said Taryn Nagata, Digital Media Director at Quigley-Simpson. “We’re excited that 33Across is investing in innovative solutions that deliver highly viewable supply at programmatic scale.”
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For publishers, Impact Header Bidding creates new highly viewable ad inventory and drives demand from buyers seeking quality impressions. Publishers testing 33Across’ Impact Header Bidding solution saw nearly a 60% average increase in eCPM vs. standard header bidding in their first month.
“The AttentionX mission is to create an exchange that maximizes the value of every impression for buyers and sellers,” said Wheeler. “Impact Header Bidding furthers this cause by creating more high-impact, highly viewable supply through the header and connecting it to demand at global scale.”
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