33Across Brings Publishers More Value with New Viewable Header Bidding Solution

The company will use real-time viewability detection to drive additional demand
for quality impressions via header bidding.

NEW YORK, NY – 33Across, the attention technology company, announced on October 16, 2018, the launch of its Viewable Header Bidding adapter – one of the industry’s first header bidding solutions to surface a real-time viewability signal for every impression. This new adapter will provide a direct connection between header bidding publishers and AttentionX™, 33Across’ new viewable exchange.

The 33Across Viewable Header Bidding adapter for Prebid is currently available for download for all publishers. Today, many publishers integrate directly with 33Across tag-based solutions, which already contain the company’s viewability detection technology. By bringing this capability to header bidding, 33Across hopes to drive even more scale for its viewable exchange and bring more demand to premium publishers.

“Premium publishers are increasingly leveraging header bidding to drive competition for their unsold inventory,” said Eric Wheeler, CEO of 33Across. “When we built AttentionX, our viewable exchange, we knew we needed a solution that would allow more intelligent bidding for viewable impressions within the publisher’s header.”

According to industry estimates, header bidding penetration in the US has surpassed 70 percent among the top 1,000 properties. Publishers have seen the benefits of increased competition for their inventory as well as additional insights. Yet, ensuring quality impressions are properly differentiated can still be a complex exercise. Viewable Header Bidding does this automatically — and at scale — through the open exchange.

“It’s critical that publishers are fairly compensated for the quality engagement they deliver. Today, this isn’t always happening via programmatic channels,” said Nicole Goksel, Senior Director of Digital Revenue Operations at Tribune. “After partnering with 33Across for more than three years, we’re very excited about the potential of their Viewable Header Bidding adapter and AttentionX exchange to bring even more real-time demand for quality, viewable inventory, which we expect will further drive CPMs and overall yield.”

“Platforms that can more effectively connect buyers with quality inventory and an engaged audience are in a position to create a true win-win for publishers and advertisers,” Chris Mayland, VP of Consumer Markets at Merriam-Webster Inc. added. “33Across has been making significant investments in this area and I believe these innovations will further benefit their publisher partners.”

“Many of the publishers we’re speaking with are optimistic that marketers are ultimately willing to pay fair value for quality environments,” said Wheeler. “We’re focused on building technology that makes it easy and scalable for them to do it.”


See official release here.


About 33Across

33Across is a technology company focused on solving the challenge of consumer attention in an era of automated advertising. The 33Across Attention Platform™ is the first programmatic solution to unify high-impact creative, quality supply, and technical innovations that enable greater impact on a global scale. 33Across is headquartered in New York with locations in Sunnyvale, Los Angeles, Chicago, London, Tokyo, and Hyderabad.


Lisa Mollura, 646-606-2165
[email protected]

Sarah Sicard, 347-788-3751
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