Glossary
Header Bidding
A technique that allows multiple demand sources to compete for publisher inventory before the publisher's primary ad server makes its decision.
SSP & Ad SupplyFoundationSource: Industry consensus
Definition
A technique that allows multiple demand sources to compete for publisher inventory before the publisher's primary ad server makes its decision.
Why it matters
Header bidding replaced the old sequential waterfall model for most premium publishers because simultaneous bidding genuinely increases realised price.
Related terms
Practitioner notes
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