Header bidding is a programmatic technique in which publisher places the header bidding wrapper in the website’s header section. This implementation enables external demand sources to conduct an auction outside of the publisher’s ad server. Publishers can even set the floor price for these external demand sources. Highest bid among all the external demand sources will win the external auction and this winner will subsequently compete with the internal demand sources of the website. Unlike sequential bidding in waterfall model, header bidding focuses on simultaneous bidding. Header bidding is speedier if compared with the traditional waterfall model and it helps publisher to get better eCPM, reduces impression loss and ultimately yields highest fill rates.Sign up as an Publisher
How Header Bidding works?
Advantages of Header Bidding for Publishers
Ease of implementation
Normally publishers need to implement individual ad tag to each ad-spot. In header bidding, publisher gets the provision to assign multiple demand sources to all the ad-spots in single header bidding code which will be implemented in the head section of the website.
Higher eCPM or Revenue
Header bidding technique has helped publishers to double their revenue with the increased eCPM compare to traditional monetization methods.
Open competition between external and internal demand sources benefits publishers to understand the value of their inventory which was underrated earlier.
It provides improved transparency about the demand from each partner and facilitates a clear comparison between different demand sources. It also reduces the discrepancy developed through the multiple demand source waterfall model which is indeed causing latency.
Quick Load Time
Header bidding promises a better user experience and a faster load time for ads. The traditional waterfall model is more time consuming as at every step ad-request is passed on to a different demand source till the ad-spot is filled.