Hybrid Programmatic Bidding for Display, Native, and Video Ad Units
What is Hybrid Bidding?
Proper Media's proprietary auction logic unifies demand across header, server, and OpenRTB partner integrations into a truly "Hyrbid" programmatic auction. By sourcing bids from all available channels for display, native, and video creatives, Proper Media creates a highly competitive, real-time auction for each individual ad impression.
Why Hybrid Bidding?
We've tested various server-to-server connection setups but so far none have been able to beat our hybrid approach in terms of CPMs and fill. The primary challenge associated with a straight server-to-server implementation is the frequent breakage to the cookie matching process, ensuring each exchange can match each user to their internal cookie database. While server-to-server holds great promise for the future, there are kinks to work out with this new solution - so we've settled into our own "hybrid" method for the time being. Rest assured, we're on the cutting edge of this stuff!