Publisher Monetization

Unified Auction — Definition & Explanation

A single, simultaneous auction where all demand sources compete on equal footing for each impression. Header bidding enables unified auctions by replacing sequential waterfall prioritization with parallel bid collection.

How Unified Auction Works

In a unified auction, all header bidding partners (including SSPs like Stellor Media) submit their best bids simultaneously within a defined timeout window. The highest bid — regardless of source — wins the impression.

Why Unified Auction Matters for Publishers

Unified auctions level the playing field for all demand partners, ensuring publishers get the highest possible CPM for each impression rather than letting historical prioritization dictate which buyer wins.

Frequently Asked Questions

How does a unified auction differ from a waterfall?

Waterfalls give priority to certain partners, meaning higher bidders who are lower in the waterfall lose to lower bidders who have priority. Unified auctions ensure the highest bid always wins.

Does header bidding create a true unified auction?

Header bidding creates a unified auction for header bidding partners, but the ad server still has line items that may override the header bidding result in some configurations.

How does Stellor participate in unified auctions?

Stellor Media participates in publisher header bidding auctions via the Prebid.js adapter, competing fairly alongside other demand sources.

Related Terms

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