Header bidding is an advanced programmatic technique where multiple demand sources bid on the same inventory simultaneously—before the ad server makes a decision. It levels the playing field by allowing more competition for each impression, often increasing CPMs and publisher revenue. Unlike traditional waterfall setups, header bidding gives advertisers equal access to premium slots, improving ad performance and reducing latency. It’s implemented via code in the website header or server-side integrations.
Frequently Asked Questions
How does header bidding differ from waterfalling?
Header bidding invites simultaneous bids, while waterfalling offers inventory to one buyer at a time in sequence.
Does header bidding slow down page load speed?
It can, but server-side header bidding reduces this impact by handling auctions outside the browser.
Can header bidding be used for video ads?
Yes, many publishers use header bidding for video, particularly with outstream and instream ad formats.
Is header bidding compatible with Google Ad Manager?
Yes, it works alongside Google Ad Manager, and can even compete with Google’s own demand in unified auctions.
