Sortable.com - waterfall vs. header bidding

What you need to know about header bidding

Neera Shanker Ad Ops

What is header bidding? Header bidding is a programmatic advertising technique. It allows publishers to offer their inventory to multiple ad exchanges simultaneously before sending requests to ad servers (ie. Google Ad Manager).  Header bidding evolved from waterfall bidding. A popular, but inefficient form of auctioning ad space. In a waterfall auction, publishers offer their ad space from ad network …