Firefly has announced the launch of a new Header-Bidding solution for advertisers looking to increase the number of impressions for their campaign while keeping the number of vendors manageable. We are too that with Firefly’s Mediation structure in place, DOOH advertisers will now have real-time visibility into the availability of Firefly’s car top and in-car networks at a city block level, allowing them to tailor their campaign and bidding strategy accordingly.
Roey Franco, SVP of Product at Firefly told us “With programmatic DOOH ad spending anticipated to reach $530 million in 2022, our goal with the Firefly header-bidding solution is to make every Firefly impression programmatically acquirable in demand-side platforms,” says This new capability reproduces how header bidding works in other digital platforms, helping us narrow the gap between DOOH and other digital channels and to support all our programmatic partners in creating valuable campaigns with broad coverage.”
Over the last year, it’s become increasingly more difficult for advertisers to plan campaigns with high impression goals due to publishers’ following a waterfall approach that prioritizes direct sales, then sends out remaining bid requests to supply-side platforms in a predetermined order. This process creates a discrepancy between what the supply-side platforms report as buyable impressions and the publishers’ actual available programmatic inventory. It can also disqualify media owners that would otherwise be viable candidates for the plan.
Overall, this forces agencies to revert their strategy to traditional direct media buying instead of taking a forward-thinking, programmatic approach. There is now a better way.
For this new programmatic flow to be executed for each ad play, the Firefly Mediation Server sends bid requests to Vistar, Placeexchange, Hivestack, Adomni, and Magnite, sets up an auction with all received bids, and selects the winning bid according to the guaranteed status and bid price, without affecting the delivery of the directly sold campaigns. This product increases biddable Firefly inventory a minimum of five times at the demand-side platform (DSP) level, giving campaign planners around 500 million impressions to plan their next campaign.
By making a significant amount of DOOH impressions available to programmatic buyers, Firefly supports the advertisers in executing large branding campaigns with extensive reach and frequency while limiting the number of publishers to a small, curated group, reducing the management overhead.