A process used by publishers to collect multiple bids from demand sources (e.g. Demand-side platform (DSP)s and Ad networks via Supply-side platform (SSP)s and Ad exchanges) simultaneously.
Publishers add a header-bidding tag (a wrapper) in between the tag of their website, hence the name header bidding.
The whole aim of header bidding is to collect the highest bid before the Publisher‘s Ad server is called.
This allows advertisers to compete with a Publisher‘s premium and direct deals, which not only allows advertisers to buy Premium inventory, but also enables Publishers to get the highest Cost per mille (CPM) / effective cost per mille (eCPM) possible.
Further reading:
- What Is Header Bidding and How Does It Work?
- What’s the Difference Between Waterfall Auctions & Header Bidding
- Client-Side vs. Server-Side Header Bidding: Pros and Cons
- What is Video Header Bidding and How Does it Work?