Header bidding, sometimes called advanced bidding or pre-bidding, is an advanced method of programmatic advertisements. It allows publishers to sell ads to various SSPs and Ad Exchange at the same time. It’s an alternative to Google’s waterfall advertising method.
Header bidding is a method where publishers can auction their ad spaces to various bidders, rather than Google’s sequential strategy. By placing some JavaScript codes, when loaded, a webpage will reach out to supporter SSPs and ad exchanges. The winning bid will also be allowed to compete with the direct sales prices.
The header bidding model helps publishers by giving them increased control, higher revenue, improved yield, and reductions in reporting errors. It also gives equal access to the advertisers and helps maintain transparency and better inventory.