What is header bidding, header bidder, & header bidding wrapper?

Header bidding is a method of integrating multiple demand sources into the ad serving process of a website. It allows ad exchanges, supply-side platforms (SSPs), and demand-side platforms (DSPs) to bid on inventory (i.e., ad impressions).

Header bidder typically refers to the technology or tool used in the header bidding process. It’s a piece of code or script that publishers place in the header of their website. When a page loads, this code triggers an auction process among multiple ad exchanges simultaneously, before making calls to the ad server.

Header bidding wrapper, also known as a container or pre-bid wrapper, is a piece of technology that helps manage multiple header bidding partners. It organizes and streamlines the process of simultaneous bids from various demand sources, ensuring that all bids are made within a certain timeframe.

The goal of a header bidder/header bidding is to allow publishers to maximize their ad revenue by giving more demand sources the opportunity to bid on their inventory, and to allow advertisers to bid on a larger number of impressions.

It is one of the most effective methods used to maximize website monetization, but can also improve the user experience by reducing the number of ad calls and latency on the page.