Leveraging tags in the header of a publisher's website – or header bidding - has proven a powerful new strategy in the digital advertising world because it allows publishers to ad their open inventory to multiple ad exchanges simultaneously.
But will this same tactic work for Video? Scott Braley, GM of Advertising Platforms at Ooyala doesn't seem to think so.
...Header bidding, for all its attributes, wasn’t created with video in mind. It’s quite simply an entirely different conversation, for many reasons.
...Header bidding doesn’t work for premium video because if publishers cannot curate the user experience – or manage the adjacencies of their ads – then they’re putting their user relationships, brand relationships and, ultimately, themselves at risk. Video advertising is by its nature more complex.