header bidding

Definition

An advanced programmatic advertising technique where multiple ad exchanges bid on inventory simultaneously before the ad server is called, maximizing publisher revenue. It's like having multiple auction houses compete for your antique vase instead of just going with one.

Example Usage

After implementing header bidding, our eCPMs increased 35% because demand sources were finally competing in real-time.

Origin

Developed around 2014-2015 as publishers sought alternatives to the 'waterfall' method

Fun Fact

Header bidding added JavaScript to page headers, which ironically made websites slower while making publishers richer—a tradeoff users definitely didn't consent to.

Source: Programmatic advertising technology

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gpwm

good point well made...