Criteo Announces New Header Bidding Technology that Delivers 40% Higher Publisher Revenue

Criteo Announces New Header Bidding Technology that Delivers 40% Higher Publisher Revenue

via CriteoCriteo Direct Bidder is an advanced header bidding innovation that maximizes revenue for all. Publishers now retain the full value of their inventory and advertisers will benefit from higher performance


Criteo, the performance marketing technology company, today announced Criteo Direct Bidder, header bidding technology that directly connects publishers’ inventory to the demand from Criteo’s extensive base of more than 15,000 clients globally. This solution ensures publishers retain the full value of the impressions that Criteo buys, while Criteo continues to drive profitable sales for advertisers.  Criteo has already migrated over 250 of its largest premium publishers to Criteo Direct Bidder as part of the early adopter program.

Criteo Direct Bidder stats
via Criteo

Criteo Direct Bidder adds a unique CPM for each impression, delivering the full value of the bid based on optimized rules for your unique audience. The new technology provides native ad integration for paid and organic inventories,  enabling advertisers to transform any digital asset into a high-performing native ad unit.

Criteo is focused on driving leadership in performance marketing with an ecosystem that connects demand and supply for the benefit of all parties.

Criteo Direct Bidder Brings Win-Win Opportunities for Advertisers and Publishers

Header bidding solutions were initially conceived to streamline bidding for publisher inventory. However, they still do not present a win-win scenario for advertisers and publishers. Things will change with the introduction of Criteo Direct Bidder. The new header bidding technology directly connects publisher inventory to Criteo’s demand in an ecosystem that operates as a virtuous cycle of opportunity for all parties

Publishers drive higher revenues and benefit from greater transparency, elimination of third-party fees and flexible integration. The virtuous cycle extends to Criteo’s advertising clients, as expanded access to inventory and media buying efficiencies enable them to realize higher campaign performance and ROI.

Benefits of Criteo Direct Bidder

Increased Revenue for Display and Native

The new header bidding technology allows publishers to eliminate third-party fees and retain the full value of standard display ads and native units that Criteo buys directly.

“Criteo was an early pioneer in header bidding and is now releasing a product that further increases value for both publishers and advertisers alike,” said Marc Grabowski, Executive Vice President, Global Supply & Business Development, Criteo.

Speed at Scale

The native ad technology connects to Criteo’s proven programmatic platform, delivering lightning-quick responses to more than 120 billion requests per day.

Grabowski adds, “As we shift our buying to this new solution, we expect our clients to achieve higher campaign performance from the solution’s media buying efficiencies. We’re already averaging 20-40% higher publisher revenue for Criteo’s ad buys, translating into higher value for advertisers, as well. Criteo Direct Bidder is a win-win-win for our publishers, our clients, and us.”

Monetization of Ad Blocked Users

It efficiently monetizes a publisher’s ad-blocked impressions. According to eMarketer, 27.5% of U.S. internet users will use ad blockers in 2017.

Flexible Configuration for Maximum Yield

Additionally, Criteo Direct Bidder simplifies the publisher’s ad server setup to drive more yield from Criteo’s high-quality network of more than 15,000 advertisers globally.

Real-time User Matching

Furthermore, the technology directly matches users’ cookies, including those from Safari browsers, resulting in an average of 20% greater spend from Criteo.

Seamless, Flexible Integration

It offers the option of accessing Criteo’s unique demand through a standalone integration method or an existing Index or Prebid header bidding wrapper.

Criteo Direct Bidder Optimizes Ad Yield Effectively

With Criteo Direct Bidder, publishers have a seamless, streamlined solution to maximize the monetization of all their display and native inventory across formats (desktop, mobile) without increasing Criteo’s average CPMs or Traffic Acquisition Costs. As a result, Criteo’s advertisers have access to the highest quality inventory across all platforms and formats to deliver the best possible performance.


“We commend Criteo, one of the first companies to utilize header technology, for continuing to evolve to meet the industry’s best practices in terms of header bidding,” said Stephanie Layser, Director, Advertising Technology, NewsCorp. “This development enables publishers to regain control over their tech stack, increasing competition among demand sources and optimizing yield effectively.”

“Our objective is to create a unified auction across all demand, and header bidding helps us deliver this vision,” said Paul de la Nougerede, Commercial Product Director, The Telegraph. “We feel this delivers better solutions for our partners and are delighted that Criteo shares this vision.”

“Header bidding is now at critical mass in the U.S. and Western Europe and this year the growth for this segment is expected to be 100%,” said Karsten Weide, Program Vice President, Media & Entertainment, IDC. “As publishers look to balance page performance with header bidding, they need to be highly selective in determining which bidders are included in their header. Publishers will choose the partners who are proven to offer transparency, distinct demand, technical efficiency, and better CPMs.”


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