Header Bidding ni nini?
Header bidding is an advanced programmatic advertising technique that allows multiple demand sources to bid on an ad impression simultaneously, rather than sequentially through a waterfall.
How Header Bidding Works on the Web
Web header bidding runs JavaScript (typically Prebid.js) in the page header. It sends bid requests to all SSPs simultaneously, collects bids within a timeout window, and passes the highest bid to the ad server (usually GAM).
Client-Side vs Server-Side
Client-side runs in the browser with full cookie access but adds latency. Server-side (Prebid Server) reduces latency but loses cookie matching. Most publishers use a hybrid approach.
How In-App Bidding Differs
Mobile apps have no browser header. In-app bidding uses native SDKs compiled into the app binary. Mediation platforms (AppLovin MAX, Unity LevelPlay) manage the auction. A key advantage: ads are pre-cached in the background.
Critical Differences
- No cookies — mobile uses device advertising IDs (IDFA/GAID)
- SDK integration required vs simple JavaScript adapters
- Pre-caching eliminates user-facing latency
- App store review needed for SDK changes
Google Open Bidding
Google Open Bidding runs server-to-server through Google's infrastructure, works in both web and app, and simplifies integration by reducing SDK requirements.
Yield Comparison
- Web bidding: 15-30% eCPM improvement over waterfall
- In-app bidding: 10-25% improvement over sequential mediation
RevenueFlex manages in-app bidding through Google Ad Manager for mobile publishers, configuring Open Bidding and hybrid setups for maximum yield.