How to use Header Bidding

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

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Definitions

Header Bidding: An automated process facilitated by a snippet of JavaScript in the header of a webpage that allows publishers to auction all their ad impressions in a flat parallel auction that can include multiple participants. The resulting increased inventory access and equity amongst buyers offers a huge improvement over the inefficient sequential auctions conducted in the waterfall era of programmatic.

Supply Side Platform (SSP):A technology platform that provides outsourced media selling and ad...

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