What Is Header Bidding, How Does It Work And Who Benefits?

Header bidding has become an increasingly hot topic in programmatic video advertising, and you don’t have to go far to see it pop up at speaker sessions or dominating headlines in trade magazines.

As more and more platforms develop header bidding solutions, programmatic buyers and publishers are quickly familiarising themselves with the ins and outs of how the technology actually works.


Solutions are built to support prebid.js, the industry’s most widely-adopted, open source header bidding wrapper

New York, June 8, 2017 – Video ad tech company Unruly and AppNexus, the world’s leading independent advertising technology company, today announced mutual support globally of the industry’s first open-source header bidding solution for outstream video, through the open-source library and community, prebid.js. This enables all publishers to auction outstream video inventory with customization and control across desktop and mobile and optimize revenue through direct transactions with premium demand partners in a fair and transparent auction.