Header bidding: the diminishing-bidder curve
Adding demand partners lifts CPM via competition, then taxes you with latency and timeouts.
— 1 bidder: CPM index 100 ▮▮▮▮▮
— 3 bidders: 128 ▮▮▮▮▮▮▮
— 6 bidders: 141 ▮▮▮▮▮▮▮▮
— 10 bidders: 146 ▮▮▮▮▮▮▮▮
— 15 bidders: 143 ▮▮▮▮▮▮▮▮ (timeout loss > lift)
n=50 wrappers, 28d. Past ~8 bidders, marginal CPM lift falls under 1% per partner while auction latency drops viewability.
So what: 6-8 quality bidders beats 15. Audit each partner's win-rate and trim sub-1% contributors quarterly. 10→6 bidders: latency ▼ -180ms, CPM ▼ -3%, RPM ▲ +2%
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Header bidding: the diminishing-bidder curve
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