The Modern Publisher’s Guide to Video Advertising

Originally built for display advertising (and still used by 70-90% of publishers for this purpose), header bidding is a process that allows publishers to use unified auctions instead of waterfalls. Sellers reach multiple bidders at the same time and can compare CPMs. Implemented with a code in the header of the page, this approach improves a publisher’s chance for getting an optimal bid and enhances overall transparency in the exchange. However, technical implementation is difficult.