We have listed down a number of header bidding companies in this blog to help publishers find the right kind of partner to work with.

Note: We provide header bidding optimization services, if you use header bidding and are looking to optimize your stack, please write to us at headerbidding@adpushup.com

Over the past year or so, Header Bidding has gone from being an industry buzzword thrown around in the conference rooms of ad tech startups to a tool that most medium and large publishers are actively using or at least experimenting with.

In two previous posts, we’ve already discussed what header bidding means, how it works, and how to implement it; along with a few helpful header bidding tips for higher CPMs.

As with any kind of bidding, all things being equal—header bidding yield is directly proportional to the number of demand partners you have because each additional partner means more competition for the ad space. However, all things are never equal: Since header bidding happens on the client side, low network speeds can increase ad latency beyond the point of diminishing returns.

Consequently, there’s no “one-size-fits-all” solution for all publishers. You will need to run your own experiments to find the optimal number and mix of demand partners.

Having said that, one thing is certain, it doesn’t matter whether your optimal number is 3 or 13 or 17, the revenue sweet spot lies beyond having just one demand partner. We put together this list of some of the most credible header bidding companies that you can sign up with for your inventory.

Want to learn more about Header Bidding? Click here

> AOL Platforms Header Bidding Solution


 AOL promises to enhance your CPMs with premium, unique demand; the average uplift is 10-20% with many publishers seeing upward of 50%. Content delivers before advertisements, decreasing latency potential, and operates in a non-biased auction environment.

  • Active: Yes
  • Operational since: 12/09/1990
  • Geographies covered: Global
  • Publisher requirements: English/regional, O&O or networks
  • USP: Demand and supply in one unified platform with reporting
  • Wrapper support: Prebid.js
  • Offering: Wrapper and adapter
  • Payment: Net 30; Wire

> Roxot

Roxot stops lost revenue by providing publishers with the technology they need to protect their position on the global ad market and to make informed decisions. Their machine-learning algorithm analyzes incoming data about visitors, content, bids, ad placements, and networks/exchanges. It adapts to and understands what’s hot in the market, providing actionable insights into what’s getting the most revenue and automatically pricing each impression with dynamic price floors. Roxot removes the guess work and raises your bottom line.

  • Active: Yes
  • Operational since: 06/01/2016
  • Geographies covered: US, Canada, UK, France, Australia, Poland
  • Publisher requirements: Work only through Prebid.js. Other than that no requirements.
  • USP: Their machine learning technology is highly responsive, adapting in real-time with each new user and auction. So now, without the hassle of manually micromanaging, publishers are automatically adapting to fluid market conditions.
  • Wrapper support: Prebid.js
  • Offering: Only demand / adapter
  • Payment: Net-60; PayPal, Wire, checks, and/or other intermediaries are possible and discussed individually with publishers.

> Vertoz Media

 Vertoz ensures high revenue from the most powerful tools of the programmatic world. We help you connect with a large pool of top advertisers and publishers worldwide. Our ingenious programmatic plex is converting digital advertising into a personal know-how.

  • Active: Yes
  • Operational since: 12/01/2016
  • Geographies covered: Global
  • Publisher requirements: Quality traffic with Prebid.js integration
  • USP: Transparent inventory, clean advertisement, and proactive support
  • Wrapper support: Prebid.js
  • Offering: Wrapper and adapter
  • Payment: Net 45; PayPal, Wire

> AppNexus


AppNexus, the company that pioneered the development of header bidding, has PreBid Enterprise – a comprehensive header bidding solution that offers transparent reporting coupled with robust analytics to give a clear insight into your bid dynamics, latency, and performance. You get complete control over header bidding configuration and the option to make private deals with your preferred demand partners.

> PulsePoint


PulsePoint offers highly compatible header bidder solutions designed to make it easier for you to run pre-bid auctions. Gain access to better demand competition – with minimal integration hassle. Inventory is auctioned fairly and so you earn the programmatic revenues you need to create high quality content and deliver value to audiences.

> Sovrn


Sovrn’s Header Suite has a Header Complete feature which gives publishers access to actual bid amounts (instead of estimates), quick response times (240ms), and comprehensive performance reporting for 10+ demand partners per integration. The platform promises uplifts of up to 30% and helps publishers implement a custom header bidding solution.

> Index Exchange


Index Exchange has been driving innovation in header bidding since they began publisher integrations in 2015. Their Wrapper solution is a modular wrapper made up of a selection of elements that allows publishers to extend control over bidder ordering (static or randomized), choose between mediated or non-mediated wrapping, and offers capabilities like latency controls and prefetch.

> OpenX


OpenX Bidder claims to deliver up to 300% more revenue than other header bidding solutions in the market. The OpenX Bidder eliminates latencies, passbacks, revenue-dropping discrepancies, and lets you create your own private marketplaces for real-time guaranteed deals. Your impressions also get secure, high quality bids from premium brands at OpenX Ad Exchange – a powerful programmatic marketplace.

> Rubicon Project


Rubicon Project’s FastLane is a full-featured solution to header bidding and bidder management. It lets you offer “first look” to your inventory to specific demand partners. You get a simple UI with controls to configure price tiers, enforce timeouts, manage traffic queues, optimize the setup for higher revenue, and more.

> Yieldbot


Yieldbot uses an open-source header bidding framework called Pubfood.jsPublishers can load impressions asynchronously and set a timeout while the Pubfood team promises to give you an optimal setup within 72 hours, support for tweaks, and a compact library of your header bidding codes under one timeout.

> SpringServe


SpringServe’s header bidding solution claims a 20 – 40% revenue uplift from major networks and SpringServe’s own in-house demand partners. The solution also provides an effortless integration and lets you adjust your configuration for easy optimization.

> Adform


Adform’s header bidding implementation involves their Programmatic Publisher Ad Server for the perfect auction and to simplify the experience for publishers. You can accept bids actual prices in real-time instead of setting static price tiers and evaluate true auctions between open and guaranteed demand before picking the best demand source (Perfect Priority).

> bRealTime


bRealTime’s Biddr° 360 is a header bidding management interface that gives publishers control and transparency. The simple self-serve interface allows for easy configuration of bidder sequence, enabling and disabling partners, and it comes complete with analytics for strategic management and revenue optimization for bidders and ad units.

> Brightcom


Brightcom’s header bidding solution lets buyers compete for your inventory and maximize your yield. The platform claims to give the publisher full control of every impression sold via programmatic direct, RTB, or network demand sources.

> District M


District M’s header bidding adapter consists of 3 lines of JS that can be installed over your existing setup in 30 minutes and taken online in 1-2 days. District M claims no latency, no passbacks, and less than 300ms response time. Publishers also get a full suite of reporting metrics via a dedicated platform and a support team for tweaks and customization.

> WideOrbit


WO Programmatic Digital is a premium ad exchange which supports programmatic sales of display, mobile, video, native and streaming audio inventory via direct, RTB, header bidding, and programmatic premium. The exchange helps you maximize your CPMs by driving competition amongst demand sources.


Krux, a leading data management platform (DMP) launched its proprietary header bidding solution in September 2016 for its clients. The solution is enabled via Krux’s native tag management system, SuperTag – which the company claims simplifies adoption and deployment by media owners, while remaining scalable and agile.

> GetIntent


The GetIntent Header Bidding solution is built on the top of their RTBSuite platform, which contains a huge library of different RTB components written in Java, allowing easy customization and implementation.

> C1X


C1X promises higher yield with increased CPMs through data-backed header bidding. C1X Header Tag, combined with their Audience Pixel feature, lets advertisers bid in real time for specific users. Publishers can always choose to serve guaranteed impressions and use supply forecasting tools and media selling automation to optimize revenue.

AdPushup’s Header Bidding Solution

Merely deploying header bidding in your ad stack isn’t enough. Consistently optimizing it with technical improvements is the need of the hour. This is what AdPushup’s header bidding solution does. Through our multiple optimization features using data science and machine learning, we help publishers maximize their yield. 

With our header bidding solution, you get: 

  1. Automatic demand partner selection according to optimum requirements

  2. Smart timeout management

  3. Freedom to bring your own demand

  4. Bid monitoring and discrepancy resolution 

Read more about our product capability: Header Bidding


1. What does header bidding do?

The header bidding technique is an alternative to the Google “waterfall” method. Publishers can simultaneously offer ad space to numerous SSPs or Ad Exchanges using header bidding, also known as advance bidding or pre-bidding.

2. Who uses header bidding?

About 90% of large publishers use header bidding,1 and many use a combination of header bidding and server-side solutions like Open Bidding. Ad Manager has always allowed publishers to use header bidding, but today we’re adding new features to make it even better.

3. Why is it called header bidding?

Before the publisher’s direct inventory is called, the highest bid values from each partner are passed from the visitor’s browser to its ad server. Publishers can control which demand sources participate in header bidding, in which all demand sources participate simultaneously.


Shubham is a digital marketer with rich experience working in the advertisement technology industry. He has vast experience in the programmatic industry, driving business strategy and scaling functions including but not limited to growth and marketing, Operations, process optimization, and Sales.

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