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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 network management services for publishers. A sell side platform business model resembles that of an ad network in that it aggregates ad impression inventory.1