Header Bidding Explained: How It Works And Why Publishers Love it?

Header bidding is an advanced programmatic technique that allows publishers to offer their inventory to multiple SSPs and ad exchanges before requesting ad servers from DoubleClick for Publishers (DFP). Publishers can now seamlessly generate bid requests via browser resources by integrating JavaScript (JS) code in the head section of their website. As a result of this filtering, the highest bidder's ad is shown on the user's screen from the publisher's ad server.

With this E-book, we shine a light on why Header Bidding has become the buzzword in the ad tech space.

Here’s what you’ll learn:

Definition and history of Header Bidding
Wrapper and Adapter explained
Client- vs. Server-side Header Bidding
Steps to prepare and optimize the setup
Google and Amazon alternatives to Header Bidding

How Header Bidding Transforms Publishers?

The header bidding arrangement has been highly beneficial, with publishers experiencing revenue growth of 20-50%. It has paved the way for an unbiased pre-auction for advertisers, ultimately leading to increased competition, higher CPMs, and soaring growth. Here's a major benefit of Header Bidding explained by Ankit Oberoi, CEO, AdPushup;

“Apart from allowing publishers greater control and improved revenues, header bidding brings much-needed transparency to the ad-bidding ecosystem. In the process, it helps advertisers too, giving them better visibility into the entire ad inventory of the publisher.”

Key Takeaways

Vital Benefits
a) Publisher: Increases the yield for publishers by 20-50%
b) Advertiser: Allows advertisers to see all the available inventory in a single request
c) Supply-side: Allows publishers to see all the available inventory in a single request.
Efficient and easy to integrate
Increased conversion rates
More control over inventory for publishers