Header Bidding
Header bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple demand sources simultaneously before making calls to their ad servers. It involves placing JavaScript code in the header of a webpage to collect bids from various ad exchanges and networks in real-time, enabling publishers to maximize revenue by selecting the highest bid. This approach contrasts with traditional waterfall methods, providing more transparency and efficiency in ad auctions.
Developers should learn header bidding when working on digital advertising platforms, media websites, or any application that relies on ad monetization, as it optimizes ad revenue by increasing competition among advertisers. It's particularly useful for publishers seeking to improve fill rates and CPMs (cost per thousand impressions) through real-time bidding, and is essential for roles involving ad tech, front-end optimization, or revenue operations in content-driven businesses.