Header Bidding/One Call
One Call enables all demand sources to be combined into one simultaneous auction regardless of integration, direct campaigns, header bidding partners, or traditional banner-based tags.
One Call can be uniquely customized with DFP or other serving platforms so that all demand sources are eligible to compete for the highest paid filled impression.
This system allows a traditional waterfall to be part of the header bid call. The Waterfall can be added at a fixed rate so that it competes with the other header bids or simply as a backup when the bids don’t want the inventory. This helps maximize your fill rates and overall revenue.