BurdaForward implements Criteo Direct Bidder for AMP and sees 40% increase in revenue from Criteo

Diversifying demand

When Google AMP announced support for AMP-RTC, which enables header bidding in the AMP environment, BurdaForward looked to Criteo to diversify demand and ensure it was not dependent on a single walled garden. From experience monetizing other web inventory, BurdaForward knew that Criteo provides unique demand that can’t be accessed elsewhere, and represents strong German brands that want to reach users on its premium inventory.

The moment BurdaForward chose to utilize AMP-RTC, Criteo was already prepared with an AMP-RTC compatible solution, unlike other demand sources. The set-up is different than on the web, where BurdaForward integrates Criteo Direct Bidder with its proprietary header bidding solution. Criteo is an enduring partner because it is open to integrating with publishers in numerous ways, regardless of the publisher’s ad server or header bidding technology. Together, BurdaForward and Criteo can innovate quickly and efficiently.