Top Programmatic Demand Partners For Publishers – 2020

We understand header bidding can boost revenue and there is no doubt that with optimum header bidding setup, you can reach your full revenue potential. You need to keep a tab on many factors — from timeout to price floors to bidder performance. While we agree that each and every variable is important, the importance of these on your bottom line fluctuates a lot.

As an example, you may change your price floor, but there is no guarantee it will have a substantial effect on CPM. But if you happen to add a new bidder partner to the header bidding pile, there is a good chance your revenue increases.

We have worked with hundreds of publishers and tens of bidder partners in the previous 6 decades and if you inquire what made a significant effect on the revenues — we’d surely say’bidder partners’.

Apparently, bidder partners will be the demand and they finally bid for your impressions. While it’s easy to add a growing number of demand partners to intensify the competition, you will need to know they aren’t going to bid proactively as you expect them to.


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Based on Confiant’s’Demand Quality Report’, only 13 SSPs accounted for 80% of their ad impressions they’ve tracked. With Supply Path Optimization (SPO), media buyers are cutting down the amount of programs they work with. To put it differently, DSPs are attempting to find out the efficient path to attain the supply, avoid bid duplication, and reduce’listening price’.

This means, you do not have to have tens of bidder partners, you simply need the ideal ones. You will have the ability to grow the revenue and page load speed also. But here is the problem — each publisher is exceptional and it finally depends upon the audience they attract. So, it’s hard to know who are the perfect demand partners, to start with.

We had the exact same question and in this report, we will get you a response.

We examined more than two billion ad impressions, spanning hundreds of web properties, to precisely know the top-performing demand partners according to their revenue contribution. To be certain you can relate, we recorded the top partners depending on the geographies.

The supply of ad impressions one of the geographies is not equal and it changes a lot. As an example, we procedure higher ad impressions from India and the U.S due to our client-base.
We examined data from a portion of our customer base over a period of 3 months (Q4 2019). So, the data may look different if we examine another set of publishers from another period of time.
We compared the revenue contribution of each bidder partner we work with throughout the time frame. If a partner is not live across all the websites during the complete 3 months, then we exclude it.
We cut down the graph to add the top 7 to 8 spouses.
We did not consider geographic location once the ad impressions were less than 50 million. Yes, a few data, for example, UAE top demand spouses, would be out of a sample size of 100 million ad impressions. Even though it isn’t a large number, our intended audience is midsize publishers.

Why? Premium publishers using hundreds of ad impressions can enter the SSPs/Exchanges with no issue and they will probably have in-house data analytics to derive insights considerably granular than that. On the other hand, mid-market publishers and smaller media brands require some help and that is where we come in.

To get a publisher with 10 million PVs, this information will surely prove useful. If you’re from India and the US, know that we process over a billion ad impressions from these geographies.

Now, as we rid the constraints and methodology, it is time to get into action.

Top Demand Partners

Top Demand Partners – U.S

Top Demand Partners - U.S

Demand Partners% of Total Revenue
Google AdX51.15
Index Exchange8.15
Verizon Media5.25

Top Demand Partners – India

Top Demand Partners - India

Demand Partners% of Total Revenue
Google Ad Exchange54.45
Index Exchange9.14
Verizon Media3.55

Top Demand Partners – UK

Top Demand Partners - U.K

Demand Partners% of Total Revenue
Google AdX52.20
Index Exchange10.12
Verizon Media1.64

Top Demand Partners – AU

Top Demand Partners - AU

Demand Partners% of Total Revenue
Google AdX50.80
Index Exchange11.25
Verizon Media3.18

Top Demand Partners – Germany

Top Demand Partners - Germany

Demand Partners% of Total Revenue
Google AdX52.14
Index Exchange11.35

Top Demand Partners – UAE

Top Demand Partners - UAE

Demand Partners% of Total Revenue
Google AdX50.38
Index Exchange10.45
Verizon Media3.25

What’s Next?

Your decision. Are you working with the right partners and if you are, how’s the revenue contribution look like? While we don’t consider this as an accurate depiction, you can use it as an estimate to derive actionable insights and take the next steps. Also, let us know what we should try to answer next in the comments.

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