Header Bidding

A paradigm shift is taking place as digital advertising is heading towards programmatic ad serving. Header bidding is one of the many ways through which publishers can obtain the highest revenue for their ad inventory.

Header bidding

Ad serving before header bidding

Publishers relied on Publisher water falling; Water falling creates a bidding hierarchy amongst different Ad Networks Direct buy ads are given high priority over others like SSP partners, exchange providers results in less competition and lower overall CPM; which in turn affect the yields less revenue for the publishers.

Waterfall in ad serving

A technique publishers use to maximize both the pricing and sell-through rate of their inventory. Trying to make the most money for the unsold inventory, they put on ad networks, which varied in both their specialties and pay rate. Publishers, trying to squeeze as much revenue out of each impression, worked with the networks that offered the highest rates first, before working with those that offered lower rates until they monetized every impression.

How header bidding is different from RTB?

Header bidding is quite different from traditional real-time bidding (RTB) auctions because instead of each ad exchange having their own auction, one at a time, at a much lower priority in the publisher’s ad server, header bidding allows all the ad exchanges to bid at the same time at the highest priority in the ad server.

How dJAX header bidding works?

  • Publisher partners with a third party header bidding provider and implements the JavaScript code in the header of each page.
  • The code allows the header bidding partner to participate in every bidding auction on the site. So advertisers have more opportunity to bid on impressions and increase completion for publishers.
  • The highest bid from the header bidding partner is sent directly into the publisher’s ad server.
  • In the ad server header bidding partners can compete with all other demands sources including internal and direct buy sources from the publisher.
  • Highest bidder’s creative is displayed and the publisher can be confident that they have received the optimal revenue for their ad space.

dJAX header bidding technology provides a seamless integration along with smooth setup. This allows publishers to start using the dJAX Header Bidder right away. Now you can connect to the most powerful programmatic marketplace, experience dynamic bids and competition from international brands to win impressions.

Wrapper Solution

Now publishers can handle multiple header tags in a unified place using the dJAX wrapper solutions. Publishers can now manage the list of their demand partners quite easily. They can add or remove connection when necessary. dJAX wrapper solution regulates multiple requests, run auctions and send the winning bids to the ad server promptly. The wrapper solution acts as a gateway to measure all the bidders on the same metrics. Only the publisher’s ad server can make the final decision.

Passback tag

Auction takes place between third party ads and internal ads as well. Usually in dJAX ad server a passback tag is integrated in the event when third party ad or an internal ad isn’t returned the house ads are displayed. The case is similar in header bidding as well. House ads are displayed completely based on the publisher’s requirement.


Using djax Header Bidder, publishers obtain access to in-depth and unified reporting that provides information of the sales across all header-bidding integrations in the system. It gives publishers more insight into the latency speed, bid dynamics, and partner performance metrics. These reports can be further utilized to formulate business strategies and discover ways to increase the revenue.

Why header bidding?

  • Increased competition yields higher revenue for publishers.
  • Either eliminate or enhance the existing publisher waterfall model.
  • Header bidders are able to participate in each auction.
  • Auctions are conducted in parallel with a cut-off time.
  • Considerable decrease in the ad render time.

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