How to reduce the latency of header bidding with Prebid.js
Why does header bidding cause latency? How can we reduce it?
Having seen almost all bidders’ header bidding API calls, we’ve observed the few problems listed below:
- Publishers make more money if all bidders are treated fairly. However, bidders that offer asynchronous integrations today (better for the publisher) are given less time to respond.
- Blocking ad calls are bad for user experience. Users leave the site if content takes too long to load.
The first two scenarios show websites’ network calls after implementing header bidding.
The final scenario shows how header bidding is accelerated by Prebid.js.
- Blocking Call Scenario 1
- Blocking Call Scenario 2
- Asynchronous Call Scenario with Prebid.js
- Further Reading
Blocking Call Scenario 1
- In this scenario, all header bidding requests combined took 4 seconds to load!
- Users have to wait for 4 seconds of blank space in their web browser before any content can load.
Blocking Call Scenario 2
- In this scenario, all header bidding requests in total took 1 second to load.
- However, if all of the calls were made asynchronously, latency could still be dramatically reduced.
Asynchronous Call Scenario with Prebid.js
All Pre-bid Calls are made concurrently within 100ms: Note that AppNexus, Pubmatic, OpenX, Rubicon bidding header calls were all made within the first 100ms.
The timeout of 400ms is respected: We set the timeout to 400ms. As you can see from the graph, the GPT tag (