Header Bidding

What Does Header Bidding Mean?

Header bidding is a method where publishers can offer inventory to competing parties in real-time, i.e. before putting ad servers in play. It is a type of automation that helps bridge inefficiencies and can help publishers avoid leaving money on the table in bidding for impressions.


Header bidding is also known as advance bidding or pre-bidding.

Techopedia Explains Header Bidding

Experts in digital advertising are promoting the idea that header bidding evolves these types of ad sales from previous methods, many of which involved “waterfalls” where publishers would offer ads sequentially in different markets, hoping for a buyer. Now, header bidding offers a more versatile and quick merchandising strategy for publishers with available ad impressions. It is a way to innovate the market to produce better and more efficient results.


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Margaret Rouse

Margaret Rouse is an award-winning technical writer and teacher known for her ability to explain complex technical subjects to a non-technical, business audience. Over the past twenty years her explanations have appeared on TechTarget websites and she's been cited as an authority in articles by the New York Times, Time Magazine, USA Today, ZDNet, PC Magazine and Discovery Magazine.Margaret's idea of a fun day is helping IT and business professionals learn to speak each other’s highly specialized languages. If you have a suggestion for a new definition or how to improve a technical explanation, please email Margaret or contact her…