Header bidding

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Header bidding^[1] is a programmatic advertising strategy where publishers offer their ad inventory to multiple ad exchanges simultaneously before making calls to their ad servers. This process contrasts with the traditional waterfall method,^[2] where inventory is offered to one ad exchange at a time.

Header bidding allows publishers to maximize their revenue by letting multiple demand sources bid on the same inventory, driving up the price in a transparent and competitive environment. Its significance lies in its ability to increase visibility for advertisers while ensuring that publishers get fair value for their ad spaces, ultimately contributing to a more efficient and lucrative digital advertising ecosystem.