Header Bidding - Definition

Header bidding is an advanced programmatic advertising technique that enables publishers to offer their available ad inventory to multiple ad exchanges and demand sources simultaneously. By implementing header bidding, publishers can create a competitive bidding environment where various advertisers have the opportunity to bid on the same ad space in real-time. This process occurs before the publisher’s ad server is called, ensuring that the highest possible bid is selected for each impression. As a result, header bidding helps maximize revenue for publishers by increasing competition among advertisers and providing greater transparency in the ad auction process.