Appodeal, the ad mediation platform, has launched its first in-app header bidding technology. Called Parallel Bidding, the platform aims to find the highest paying ads in real-time across all the demand sources. It is based on programmatic mediation that helps both publishers and advertisers achieve their goals.
In essence that means demand sources will be competing more heavily for publisher inventory. In return, mobile publishers are able to monetize the inventory that otherwise tends to be lost due to inconsistency.
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Meanwhile, ad buyers are getting enhanced access to impressions.
Right now, Appodeal is still testing Parallel Bidding in alpha.
Demand partners will then be integrated via Open RTB, API call and js-tags.
According to Appodeal, Parallel Bidding brings publishers closer to the actual highest price per impression. It also improves on latency and the ad delivery process.
Ad requests and auctions are processed on the server side.
Pavel Golubev, CEO at Appodeal, explained:
“We believe that parallel bidding technology is the next big thing in mobile in-app advertising. Also, we are certain that developers have the right to clearly understand what’s happening inside their apps and have control over it. Thus, parallel bidding naturally aligns with our publishers’ and partners’ goals and requests. Even though parallel bidding is quite a new solution that has not been proven by years of experience yet, its value for the industry cannot be underestimated.”
Parallel Bidding is now part of the Appodeal SDK and will become available to clients following successful alpha testing.