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Bahasa IndonesiaHeader Bidding
Header Bidding permite a los editores ofrecer inventario a varios intercambios a la vez antes de la llamada al servidor de anuncios, incrementando la competencia y el rendimiento.
Header Bidding es una técnica programática que permite a un editor ofrecer una impresión publicitaria a múltiples intercambios de anuncios simultáneamente, antes de que se invoque su servidor de anuncios principal, de modo que todas las fuentes de demanda compitan en una única subasta unificada. Reemplazó el modelo más antiguo de "waterfall" en el que los intercambios se llamaban uno tras otro según un orden de prioridad fijo.
How it works#
A small piece of code in the page header (historically using the Prebid.js framework) fires bid requests to several exchanges and Supply-Side Platform (SSP) partners at once. Each returns a bid via Real-Time Bidding (RTB). The page then passes the winning bids into the Ad Server, which runs the final decision against any directly sold campaigns and serves the highest-paying ad.
Why it matters#
In the waterfall, the first source that met a price floor won, even if a later source would have paid more, leaving revenue on the table. Header bidding makes every source bid against every other source on every impression, which typically lifts yield and gives smaller exchanges a fair shot at premium inventory.
The tradeoff is latency and page-weight: each header auction adds processing before the ad loads, so publishers tune timeouts and the number of partners carefully. Header bidding usually runs through an Ad Exchange layer connecting the participating buyers.
Related terms: Real-Time Bidding (RTB), Ad Exchange, and Supply-Side Platform (SSP).
