What is Header Bidding?

Header Bidding is a term that has gained significant popularity in the digital advertising industry in recent years. Simply put, it's an advanced programmatic advertising technique used by publishers to sell their ad inventory directly to advertisers.

The term Header Bidding originated from the way this process functioned originally – by adding bid requests to the header of a publisher's page. It is essentially an auction method that allows multiple advertisers to bid simultaneously for ad space on a website. This technique enables publishers to maximize their revenue by selling their ad inventory at higher rates than traditional methods.

To deploy header bidding, publishers integrate a piece of code into their website header, which sends out simultaneous bid requests to various demand sources such as supply-side platforms (SSPs), exchanges or advertiser networks before passing it onto the ad server.