Header bidding

ProgrammaticCross-platform

Header bidding (or prebid) lets publishers offer inventory to multiple SSPs simultaneously before calling their ad server, increasing competition and CPM. For advertisers, it can mean more auction duplication and frequency — use reach/frequency tools and deal IDs when buying premium publisher inventory.

Server-side header bidding reduces page-weight vs. client-side wrappers.

Sources

Prebid.org →

Last verified Jun 5, 2026

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