Advertising
Header Bidding
Header bidding is an advanced programmatic technique where multiple demand sources bid on ad inventory simultaneously before the ad server makes its decision. It replaced the sequential waterfall model, giving publishers access to more demand and higher revenue.
Examples
A media company implements header bidding and sees a 30% increase in CPMs because advertisers from 12 demand partners now compete simultaneously for each impression.
Best Practices
Limit the number of bidders to prevent page latency, use server-side header bidding for complex setups, and continuously optimize timeout settings and partner selection.