Journal of Information Systems Engineering and Management

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
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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How to cite this article
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.
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LICENSE
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.