Parallel ad bidding solution launches by PubNative

PubNative announced the launch of HyBid, a solution that gives app developers more control over ad decisioning to allow multiple buyers to compete simultaneously in a unified auction, helping maximize revenue. By leveraging server-side exchange bidding and in-app pre-bidding technologies, publishers can now segment valuable impressions to the most competitive buyers and "achieve 35 percent performance uplift over the top monetization solutions on the market."

HyBid allows publishers to conduct a parallel auction, receiving bids in real time before the server makes an ad call. This new process promises to offer more transparency and efficiency by creating a more competitive auction, which increases inventory for buyers and maximizes yields for publishers. The solution also allows publishers to monetize multiple creative formats simultaneously. PubNative’s technology performs cross-format optimization among native, standard and video formats.

eMarketer reports that among the internet’s most popular 1,000 sites that sell programmatic ads, more than 20 percent used both server-side and browser-side header bidding to sell their inventory in February 2018. Coupled with the time spent in-app surpassing that of desktop, the hybrid technology is evolving to address app marketers’ need for a more unified programmatic experience. With growing concerns over ad fraud, brand safety and the lack of transparency in digital advertising, advertisers and publishers need more transparent bidding processes.

“PubNative’s hybrid solution is a necessary shift to a more level playing field where buyers no longer bid in the dark, competing on 100 percent of the impression opportunities available and only bidding if it matches their desired audience,” said Ionut Ciobotaru, chief executive officer of PubNative. The technology also helps publishers understand the value of their inventory and deliver high-quality content experiences for their users. HyBid is a crucial step toward democratizing the advertising technology industry by opening up media access to all potential buyers instead of a preferred few. I’m confident that the improved transparency will encourage more brand advertisers to invest in mobile, which in turn will push more revenue through the entire ecosystem. It’s truly a win-win for everyone.”