AOL launches SDK-based header bidding for mobile apps
The company says this is the first such offering that lets apps readily jump on the header bidding bandwagon.
To date, header bidding has mostly focused on providing publishers of websites with a way to conduct a unified auction for buyers of their space.
This week, AOL is announcing a beta launch of a header bidding solution for native apps. The company says that, to its knowledge, this is the first header bidding for apps that employs software development kits (SDKs), instead of a few solutions that require customized coding built into the app.
Called Smart Yield and similar to its web cousin, it provides a way for app publishers to conduct a unified auction of demand sources like ad exchanges, avoiding the waterfall-type sequence of auctions that many publishers feel shortchanges the value of their inventory.