Header bidding
Header bidding is a programmatic advertising technique that lets a publisher offer its inventory to several demand platforms at once before calling its ad server
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The name comes from its original implementation as JavaScript code in the page header, such as Prebid.js. As the page loads, several platforms bid simultaneously for each impression and the best offer then competes in the publisher's ad server. A server-side version also exists, reducing the load on the browser.
It emerged as an alternative to the waterfall, in which inventory was offered to buyers one after another in order of priority. It increases competition for each impression but can slow the page if poorly configured. It uses real-time auctions but is not a synonym for RTB or for programmatic advertising as a whole.
Also known as
Pre-bidding, Advance bidding
Topics