Amidst all the major headwinds in the digital media and advertising world, the subject of header bidding has been persistently at the heart of many industry conversations.

To level-set, header bidding is a programmatic advertising tactic implemented by a publisher to attract more bids on its ad inventory, which can drive ad revenue growth significantly.

This is executed through an on-page piece of JavaScript code in the “header” of a publisher’s website—thus the term, “header” bidding. To media buyers, header bidding enables a new way to access typically exclusive or priority (i.e. “first-look”) inventory across a publisher’s sites. 

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