Header Bidding

Our header bidding solution enables publishers to open up their ad inventory for bidding by multiple demand partners in real-time. But that’s just the start, we’ve built multiple optimization features using data science and machine learning into our header bidding engine to maximise yield.


Header Bidding
Header Bidding

Key Publisher Challenges


Low Ad Yield

Under the previously prevailing “waterfall setup” of ad serving, publishers worked with networks that offered them the highest rates first, before pushing the inventory to those who offered lower rates until every impression is monetized. Pushing the ad inventory around in this manner is not optimal as it leads to increased latency and missed revenue opportunities.

Lack of Transparency

With typical RTB based programmatic setups, publishers are in the dark about bid data. Also, often networks have a conflict of interest when they have their own advertisers to please, along with third-party relations. So you just have to trust the data that the network provides. As such, it becomes difficult to verify the growth in your ad revenue or track impression-level yield.

Inefficient Header Bidding Setups

Most existing publishers who use header bidding either have vanilla Prebid setups or use header bidding wrappers provided by ad networks, both of which lack key features such as dynamic demand partner selection, smart timeout management, multi-adsize support, protection against bid manipulation, and lack of demand access from top-tier partners.

Faster Ads, Better Monetization, with Smart Header Bidding

Faster Ads, Better Monetization, with Smart Header Bidding


Increased Bid Pressure

Since header bidding allows multiple demand partners to bid simultaneously in real time, it increases the demand and yield of your ad inventory.

Better User Experience

Client-side header bidding is typically known to increase latency, but our automated timeout and demand partner selection ensure that auctions are efficient and ads load faster.

Complete Transparency

Our platform records bid-level transaction data on the client-side, so that you’re protected against post-auction bid adjustment by demand partners.

Header Bidding

Product Capability


Demand Partner Selection

The number of demand partners (and which partners) in an auction can have a big impact on the yield—too many partners can slow the process, too few kills bid competition. Our engine automatically selects the optimal number of partners for each transaction.

Smart Timeout Management

Timeouts are used to set an upper limit for long how the setup will wait for bids from each demand partner before closing the auction, we test and fine-tune timeout settings to find the sweet spot between maximising yield and reducing latency.

Bring Your Own Demand

We understand that publishers may have existing partnerships with header bidding demand partners that they may not want to abandon, our header bidding engine allows you to onboard them and have them compete with our premium demand sources. Win-win.

Native Demand Integration

In addition to demand from display ad networks, we also allow our native ad partners to compete in the header bidding auction. This leads to increased bid competition for the available inventory and ultimately greater revenue for the publisher.

Bid Monitoring & Discrepancy Resolution

Our header bidding system monitors and records all bids made by buyers which can be reviewed by the publisher. In case of any mismatch between recorded bids and final yield, we have a discrepancy resolution process in place.

Multi-adsize Support

Our header bidding engine considers bids for all the ad unit sizes that can fit within the ad container that is being bid on, this creates a wider pool of bids and helps maximise the revenue for every single ad impression.

Robust Analytics & Bid-Level Reporting


We provide detailed metrics related to your header bidding setup, partner-level performance, in addition to granular auction data. This can help you generate insights about header bidding usage and UX impact. We can also send your data to third-party analytics services such as Google Analytics.


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Robust Analytics & Bid-Level Reporting

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We designed our product to enable the average publisher to take control of their ad stack. You don’t need a technical background to work with us or take advantage of our platform.


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Header Bidding

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Over the years, we have helped more than 300 hundred web publishers sustainably increase their ad CTRs, CPMs, and overall revenues without compromising on user experience. If you want to learn how our technology can do the same for you, go ahead and request a free demo.

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