Header bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple ad exchanges and ad networks simultaneously. Essentially, header bidding is a programmatic auction whereby bid requests are sent to multiple demand partners in real time, maximizing the value of ad inventory. It is also known as advance bidding or pre-bidding. The process allows multiple advertisers to bid on ad inventory simultaneously before the ad server decides which ad to display.
Header bidding has revolutionized how publishers monetize their inventory by providing a more efficient and transparent way of selling advertising space. It has increased the competition for ad inventory by letting more advertisers bid for it in real-time, thus increasing ad revenues. However, header bidding can also cause latency, especially when implemented poorly. Publishers can implement header bidding in two ways: client-side and server-side.
