Lemma Introduces Lemma Infibid, an Innovative Omnichannel Header Bidding Solution for Enhanced Publisher Profits

On October 1, 2024, Lemma, a leading omnichannel platform for emerging media, announced the launch of Lemma Infibid, an innovative header bidding solution that transforms how publishers connect with cross-channel demand partners. This state-of-the-art platform aims to enhance ad monetization by consolidating a diverse array of advertising formats into a single, unified interface. Lemma Infibid utilizes a real-time auction model, allowing each demand source to bid on impressions competitively, ensuring publishers achieve the highest possible value for their inventory.

A New Era for Header Bidding

Header bidding is a fundamental aspect of programmatic advertising, enabling publishers to increase revenue by inviting multiple buyers to compete for ad space simultaneously. However, the traditional header bidding process can be intricate, especially for smaller publishers with limited technical resources. The emergence of Google’s Exchange Bidding in Dynamic Allocation (EBDA) has further complicated the landscape, raising concerns about transparency and potential biases in favor of Google’s ad exchanges.

Lemma Infibid: Breaking Barriers and Maximizing Revenue

In contrast to conventional header bidding systems that often focus on specific channels or formats, Lemma Infibid integrates a wide range of ad formats into a single, intuitive platform. From Digital Out-Of-Home (DOOH) and Connected TV (CTV) to desktop, mobile, in-app, and in-game video, Lemma Infibid connects publishers with a diverse array of demand sources. This holistic approach dismantles traditional media format silos, providing access to a broader pool of demand and enhancing revenue potential.

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Key Features of Lemma Infibid

• Global Compliance: Lemma Infibid complies with Prebid.org guidelines, a leading open-source header bidding standard that upholds industry best practices and safety protocols.
• AI-Powered Floor Rate Setting: Leveraging AI, Lemma Infibid predicts and sets optimal floor rates, helping publishers secure improved rates for their inventory.
• Strong Demand Source Connectivity: With ultra-fast connectivity, Lemma Infibid integrates with all major advertising platforms and demand-side platforms (DSPs), ensuring seamless access to a wide range of advertisers.

“Lemma Infibid signifies a pivotal advancement in digital advertising technology,” said Gulab Patil, Founder & CEO of Lemma. “By offering a unified platform that bridges multiple advertising formats and channels, Lemma Infibid simplifies the programmatic landscape while significantly enhancing revenue opportunities for publishers. This launch marks a major leap forward in header bidding technology, empowering publishers to anticipate improved monetization prospects and a streamlined, efficient bidding process.”

Currently, Lemma Infibid offers both Wrapper and Adaptor solutions, allowing publishers and developers to select the integration method that best fits their needs to maximize ad revenues and take full advantage of omnichannel header bidding.