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Header bidding explained

Header Bidding Explained

Header Bidding Steps

The header bidding process works as follows:

  • A visitor clicks on a website, and the page loads in their browser
  • The short string of JavaScript in the website’s header, the header bidding wrapper, calls several ad networks
  • Each ad network places a bid on the inventory
  • The highest bid wins the auction
  • The winning bid is passed to the publisher’s ad server
  • The publisher’s ad server connects the user to the advertiser’s server
  • The winning ad creative is displayed to the user

This entire process happens within milliseconds! You can see why it is sometimes called “pre-bidding,” as the auction is relocated from the ad server onto the header of the publisher’s webpage.