Summer updates in HB-Tracker

Summer updates in HB-Tracker

Since the public release of HB-Tracker (July 12), just over a month has passed, and during this time the number of auctions in the database has increased from 1247 to 2548.

Yandex Header Bidding — is a technology that allows website owners to sell ad spaces more effectively. In the traditional model, the auction takes place sequentially, limiting the number of participants and potentially reducing revenue. In Header Bidding, ad requests are sent simultaneously to multiple ad exchanges and networks before the page loads for the user. This increases competition among advertisers and helps the site get the best price for the ad space.

In quantitative product research, there is a rule of thumb (rule of thumb), which states that a sample of 400 respondents provides a reasonable balance between accuracy and cost. In other words, after surveying 400 auctions, there should generally be no significant changes in the indicators. Let's see if this is the case in our study.

Adapter Distribution as of August 20, 2024

# Adapter Sites  
1 Yandex 2548 100%
2 betweendigital 1649 64.72%
3 mytarget 1606 63.03%
4 sape 1568 61.54%
5 otm 1508 59.18%
6 buzzoola 1342 52.67%
7 adriver 1316 51.65%
8 bidvol 997 39.13%
9 hybrid 813 31.91%
10 getintent 728 28.57%
11 solta 587 23.04%
12 astralab 540 21.19%
13 mediasniper 454 17.82%
14 alfasense 366 14.36%
15 relap 343 13.46%
16 gnezdo 270 10.6%
17 videonow 223 8.75%
18 kadam 193 7.57%
19 roxot 192 7.54%
20 segmento 152 5.97%
21 rtbhouse 130 5.1%
22 criteo 96 3.77%
23 adsmart 94 3.69%
24 adtelligent 62 2.43%
25 clickscloud 61 2.39%
26 roden 38 1.49%
27 mediatoday 28 1.1%
28 imho 24 0.94%
29 adwile 22 0.86%
30 UMG 18 0.71%

«Yandex» remains the undisputed leader, covering everything thanks to its own technology. Therefore, «Yandex» retains 100% coverage automatically. All other adapters have reduced their share, which looks more realistic. It is important to note that no other adapter now achieves more than 64% coverage.

Interesting fact: Criteo continues to gain momentum despite leaving the Russian market, increasing the number of sites to almost 100 and rising two positions up in the ranking. This may happen because auctions from requested sites have been added to the database. In the future, I plan to filter sites by audience size to get a clearer picture.

All ads go through the RYAN

In general, it is confirmed that on the Russian advertising market, everyone resells the same traffic. «Yandex» has access to all the data, all the inventory, and can act at its discretion. In such conditions, inventory suppliers are forced to either negotiate with publishers to lower CPMs or sign exclusives with certain sites (for example, for a commit), or strive to work as efficiently as possible with the available audience, offering advertisers more attractive solutions.

I continue to monitor the market, looking for new auctions and publishers, and continue to add new functionality to collect as much information as possible and get a more accurate picture. For example, in recent weeks, the database has been replenished with sites found through Yandex and Google search results for a number of keywords. This is how the latest sites were collected.

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