Header bidding

How header bidding works (scheme)

With header Bidding a mechanism of automatic trading digital advertising space will be described. Header bidding is one of the overarching discipline of programmatic advertising . In contrast to older mechanisms such as the established waterfall model , header bidding is intended to revolutionize the allocation of ad impressions .

Working principle

With header bidding, publishers have the option of offering advertising space to various demand sources in parallel. In real time, the customers can bid for the advertising space at the same time. The resulting competition enables publishers to generate higher sales. The following steps explain the process of header bidding:

1. Step: The publisher installs a JavaScript code in the header of the website. It also inserts an ad tag that is prioritized on the ad server
2. Step: Then the publisher offers his free advertising space and the ad tag enables an auction among the buyers.
3. Step: The bids are read from the ad server and the highest bid is selected.
4. Step: The buyer with the highest bid wins the advertising space and his advertising material is used.

Web links

• "Header Bidding" on digitalwiki.de
• "Header Bidding The advantages and disadvantages" on Onlinemarketing.de
• "Header bidding: competition for the waterfall principle?" on Internetworld.de

Individual evidence

1. ↑ Header Bidding - Definition . In: DigitalWiki . June 2, 2016 ( digitalwiki.de [accessed November 2, 2017]).
2. ↑ Yieldbot Blog | The Header Bidding Advantage . In: Yieldbot . ( yieldbot.com [accessed November 2, 2017]).