Implementing header bidding in a mobile app environment

Mobile ad tech company IGAWorks announced the launch of 'AdPopcorn SSP,' which has completed the implementation of header bidding in mobile app environments and is currently developing ad quality monitoring and viewability measurement technologies.

Recently, the mobile advertising market has grown significantly enough to surpass the desktop advertising market. However, most mobile advertising media companies (hereinafter referred to as publishers) are experiencing revenue polarization issues due to reasons such as not having a specialized monetization organization that recognizes the value of their ad space, or failing to manage multiple ad networks linked to stably supply ads to their space, which actually leads to lower revenue.

AdPopcorn SSP solves these problems. First, it has implemented 'Header Bidding' in a mobile app environment for the first time in Korea. Header Bidding is an ad auction method that can increase ad revenue by completing simultaneous bidding and winning within 1/10 of a second. It improves upon the losses incurred by publishers in the sequential bidding (waterfall) method, where they are unable to sell ad space at the highest possible cost. It is a technology whose excellence has been verified, with actual cases showing that ad revenue increased by an average of 3.5 times to more than 10 times as a result of using Header Bidding.

It blocks malicious ads by developing AD Quality Monitoring technology. It analyzes the entire HTML to filter out ad creatives that are problematic or potentially problematic among ads that have already been displayed. It reviews potentially offensive ad creatives and monitors URLs for malware that could be harmful to users. Additionally, it inspects ad landing pages to check for the presence of malicious code or illegal programs, and prevents redirection to websites with content unrelated to the ad creative when a user clicks, or forcibly redirects users to a landing page even if they have not clicked the ad.

We also develop viewability measurement technology, the importance of which is emerging globally, as it can provide the most reliable advertising transaction environment for ad buyers. Viewability is a technology that measures whether an advertisement has actually been exposed to a user; by allowing buyers to verify the actual exposure of ad space purchased through AdPopcorn SSP, we can guarantee more transparent and reliable transactions.

“The average price of app advertising space in Korea is about half that of the U.S., China, and Japan, which is considerably low when considering the average app usage time and expenditure of the population. Therefore, we launched AdPopcorn SSP to maximize revenue for advertising media,” said Lee Eui-bok, Team Leader of AdPopcorn SSP. “We will continue to lead the market by quickly identifying market needs and building a sound mobile advertising transaction ecosystem.”