Publisher Monetization

Header Bidding — Definition & Explanation

A programmatic technique where publishers offer ad inventory to multiple demand sources simultaneously before calling their ad server. This parallel auction replaces the sequential waterfall model, typically increasing CPMs by 20-40% through increased competition.

How Header Bidding Works

Header bidding wrappers (Prebid.js being the most popular) run in the browser, sending bid requests to multiple SSPs simultaneously. All bids are collected within a timeout window (typically 1-2 seconds), and the highest bid is passed to the ad server as a line item price.

Why Header Bidding Matters for Publishers

Header bidding is the most impactful yield optimization available to publishers. Stellor Media's header bidding integration is included in publisher onboarding and typically delivers a 30-50% CPM lift versus waterfall.

Frequently Asked Questions

How does Stellor Media integrate with header bidding?

Stellor Media has a Prebid.js adapter that plugs into your existing Prebid setup. Our team handles configuration during the 48-hour onboarding process.

What is the difference between client-side and server-side header bidding?

Client-side header bidding runs in the browser (Prebid.js); server-side runs on a dedicated server (Prebid Server). Server-side reduces latency and supports more partners but may have lower match rates.

Does header bidding slow down my website?

With proper timeout configuration and lazy loading, header bidding adds minimal latency. Stellor's configuration guidelines help publishers minimize impact on Core Web Vitals.

Related Terms

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