MHH Agreement: What It Is and How It Works
The MHH Agreement is a contractual agreement between advertisers and publishers to generate revenue through targeted advertising. MHH stands for „Multi-Highway Header bidding,“ and the agreement has been gaining popularity among publishers in recent years.
The goal of the MHH Agreement is to create a more efficient and fair auction process for advertisers and publishers. In traditional programmatic advertising, publishers would use a header bidding wrapper to receive bids from multiple ad exchanges. However, with the MHH Agreement, publishers can conduct a unified auction with multiple header bidding wrappers.
This approach allows publishers to optimize their inventory and increase revenue by receiving the highest bid from any of the participating exchanges. The MHH Agreement also promotes transparency by providing advertisers with increased visibility into the bidding process.
To participate in the MHH Agreement, publishers select a header bidding wrapper that will serve as the primary point of contact for all participating exchanges. The wrapper will then conduct a unified auction and provide the winning bid to the publisher`s ad server.
Advertisers benefit from the MHH Agreement by gaining access to a larger pool of inventory and a more competitive bidding process. The agreement also provides increased transparency and reduces the chances of ad fraud, which has been a major concern in the programmatic advertising industry.
In summary, the MHH Agreement is a contractual agreement that helps publishers and advertisers generate revenue through targeted advertising. By using a unified auction process with multiple header bidding wrappers, publishers can increase revenue by receiving the highest bid from any of the participating exchanges, while advertisers gain access to a larger pool of inventory and a more competitive bidding process. The MHH Agreement promotes transparency and reduces the risk of ad fraud, making it a valuable tool for publishers and advertisers alike.