Sometimes when folks talk about our flagship “Prebid.js”, they abbreviate it to “Prebid” for short, and this is fine, but we’d prefer that people remember we have other products too.
Header Bidding is a technique that involves running SSP & Ad Exchange code directly on page so publishers can receive bids on their inventory that may be unavailable through their primary ad server and exchange.
The returned bids are then passed into the ad server so they can compete with direct demand and the primary ad server’s exchange on a level playing field.
The early days of Header Bidding were dominated by bad practices, closed proprietary tech, poor standards, and little to no cooperation between competing companies. The result for publishers was headache - having to manually patch together various solutions from different companies and hope their developer didn’t spend 3 weeks coding the wrong thing.
Launched in 2015, Prebid.js changed the game and made header bidding easy for publishers. By creating a simple, open tech layer upon which companies could add their code to a standard but optimized foundation, Prebid.js made it easier to implement header bidding the right way, and offered the largest repository of working adapters.
Today, Prebid.js is the most widely used Header Bidding “container” or “wrapper” on the web. The ecosystem supports 150+ demand partners, 15+ analytics providers, and numerous publishers.
The Prebid product suite offers publishers multiple benefits designed to foster a better header bidding experience. The highlights include:
At a high level, header bidding involves just a few steps: