Supply
Header Bidding
Header bidding is a publisher monetization technique that lets multiple demand partners compete for an impression before or alongside the publisher's primary ad-server decision.
It can increase auction competition, improve price discovery and reduce the disadvantages of sequential waterfall demand ordering.
How it works
- The page or server requests bids from configured demand partners.
- Responses are collected within a controlled timeout.
- Eligible bids are compared or passed into the ad-server decision.
- The winning path renders while timeout and revenue data are measured.
Frequently asked questions
What is the difference between client-side and server-side header bidding?
Client-side bidding runs partner requests in the browser, while server-side bidding moves more of the request fan-out to server infrastructure.
Can header bidding slow a page?
Poorly configured client-side bidding can add latency, so timeouts, partner count, asynchronous loading and performance measurement are important.