Header bidding network for small publishers

The internet ad market is based mainly around size, at the expense of practically all other criteria. As ad networks exist on low margins, they enhance productivity. By prioritizing the larger publishers and striving to automate or outsource lesser publisher relationships.
The ultimate effect to the smaller publisher, the company may probably have additional firms behind your website. This suggests that small publishers often make even fewer ad views than major publishers. There is nothing fundamentally wrong or nasty about this prejudice. But, the programmable ad tech promises of building seamless links among multiple websites and advertising costs haven’t exactly been achieved.

What is header bidding?

Header bidding is a sort of programmatic auction. Wherein, bid requests are concurrently made to numerous request counterparties in real-time. It implies that now every single ad image can be acquired at its greatest value, given the available demand.
The benefit of header bidding to small publishers:
In an ideal advertising environment, digital publishers hope that advertising space on their websites earns the most money possible. That ideal can’t be realized without header bidding.
Ad networks that evaluate publisher advertising inventory rely on a network of numerous demand partners. And, header bidding is one of such partners.
Before asking ad servers for online advertising campaigns, header bidding allows publishers the option of showing their inventory. It can be done through multiple exchanges to ensure that they are getting the best possible price for their advertising space.
Using header bidding, a publisher may offer the ad space to many ad exchange companies. and it also can be offered to ad networks concurrently. For publishers, header bidding allows them to raise the value of each ad impression by bidding higher. Among the advantages of header bidding is the elimination of redundancies. This includes Google AdX’s (Google Ad Exchange) preferred bid placement when a publisher utilizes Google’s ad server.
Multiple demand sources can compete for equal ad content at the exact time thanks to header bidding. As a result, publishers may earn more money. While marketers have a more fair playing field.

Header Bidding Tools

Google Ad Manager is the more widely used ad server for header bidding. To join Google Ad Exchange, you must have a good standing Google Ad Manager profile. And, you should always fulfill Google’s eligibility requirements. In this premium ad exchange, publishers may obtain even higher revenues for their ad inventory. They also can gain access to campaigns from high-end companies. Ad Manager, DoubleClick, Search Ads 360, Open Bidding, Prebid.js, and Amazon Transparent Ad Marketplace (TAM) are some of the most popular header bidding solutions.

How does Header Bidding work?

The term “header bidding” was coined because publishers must include a JavaScript element in the website’s header. As a result, the publisher can set up an auction. It can also invite several demand partners like as AppNexus, Rubicon, and Pubmatic to participate in the bidding process.
User information, page data, and advertising units on the site are communicated to demand partners. This can be communicated in an ad request when a user arrives at a page on a website. Using this information in real-time, advertisers may then select what they are ready to bid.
Prebid.js’s open-source software is used by most header bidding systems. Prebid.js has seen substantial advances in recent years because of header bidding firms. In this way, they are capable of delivering as much as if they are to utilize Prebid.js directly on their own. For this reason, using a header bidding business like Snigel to handle the implementation and management tasks is the most common way. Ad tech engineers and ad operations professionals are available to major organizations. Those wishing to build their entire header bidding arrangements in-house.


While Google’s monopoly on programmatic bids has been a source of frustration for publishers, header bidding marks a considerable improvement in the situation. It created a more controlled and transparent environment for the advertising technology industry. Although it faces some obstacles, the growing adoption of blockchain technology shows that our industry will continue to rely on it. Server-side auction and HB for video and AMP inventories are early indications that the technology is exceedingly adaptable.

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