Header Bidding: The Biggest Trend of 2020


Header bidding is an ad technique that has gained quite a lot of popularity among the advertisers. Before getting into the details, we need to understand what header bidding is. To define, header bidding is the technique in which a publisher makes an inventory available to more than one ad exchange simultaneously.

The aim is to allow multiple ad exchanges to bid on the same inventory at the same point in time. This helps to give a boost to the yield. This process allows the publishers to gain control over the whole process. It also gives them ample options to choose from! 

How Has It Challenged the Waterfall System?

The field of advertising technology is ever-changing and evolving. The header bidding system was modeled against the waterfall system. In the waterfall system, also known as daisy chaining, an inventory is passed down from one ad network to another by a publisher. This is done based on the importance the inventory holds. If the first ad network is unable to provide a satisfactory bid, the inventory is passed on to the ad network that is next in line. The process continues until the inventory is sold.

Although the process is easy and hassle-free, it does not ensure that all the ad spaces will be sold. To sell their unsold inventory, publishers opted for another technique, which is known as header bidding. Ever since then, the technique has taken the market by rage! 

Advanced Header Bidding Wrappers or Frameworks in 2020

Header bidding wrapper refers to a JavaScript tag that is found on the webpage of the publisher. With the help of a wrapper, a publisher can organize multiple demand partners simultaneously and set the rules essential for running the auction. The wrapper also ensures that the bids are translated into a coherent form that the ad server finds easy to comprehend. As the technology is evolving, it is giving vent to a “new wave of header-bidding wrappers,” which provides the publishers with much more control over the process of auctioning. This advanced bidding wrapper enables a publisher to settle an auction, which is second-price, based on the first prices set forth by the demand partners. 

Evolution to Server-Side Header Bidding Instead of Only Client-side Bidding

Previously, the header bidding used to be solely on the browser-side or the client-side variety. This technique incorporates the use of codes that are found on the website of the publisher. This code helps to reach out to all the prospective buyers who might be willing to bid for the advertising inventory. However, one major drawback of this is that it slows the site down considerably. For instance, if multiple advertisers are trying to connect to the header bidding wrapper, the latency of the page will increase as numerous JavaScript processes will run on the page. The ad load time will also be longer. There will also be an anomaly in the response time of the bidders. This will cause the entire auction process to slow down. This is where the concept of server-side header bidding comes to play. With this technique, the problem of latency is eliminated as the actual auction process is removed to an additional server. 


Taking all these factors into consideration, it can be said that header bidding offers a win-win situation for all and is a must-have in 2020!

Ali Dino
I am a professional blogger share guide about the Technology, Internet, WordPress, Blogging tutorial, SEO techniques, and getting traffic to the Site. I love to learn new things related to latest technology, if you have anything in your mind please do share with me at

Bras for Your Plus-Sized Needs

Previous article

7 Gifts for Techies if You’re on a Budget

Next article

You may also like