The Past, Present, and Future of Header Bidding

header bidding grows up

In 2016, header bidding grew up. Previously known as “tagless ad tech,” “advance bidding,” “header auction,” among many others, header bidding became a nearly ubiquitous term. What began as a word of mouth technical adaptation between savvy publishers blossomed into a significant slice of the programmatic ad business. The presence of header bidding forced Google […]

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How Does Server-Side Header Bidding Work?

coding books

In the space of two years, header bidding has gone from a virtual unknown to an industry standard. According to Business Insider, nearly 70% of digital publishers are using header bidding. However, until now publishers have utilized browser-side header bidding solutions, which can potentially contribute to ad-load and page-load latency. Why browser-side header bidding causes […]

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