{"id":4593,"date":"2018-01-15T07:31:49","date_gmt":"2018-01-15T13:31:49","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=4593"},"modified":"2020-09-04T09:24:23","modified_gmt":"2020-09-04T14:24:23","slug":"what-is-header-bidding","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/","title":{"rendered":"What is Header Bidding?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">What is Header Bidding?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2018-01-15T07:31:49-06:00\">January 15, 2018<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">As part of our new <a href=\"https:\/\/www.youtube.com\/playlist?list=PLVy2vgUysJwumE-KGgPaGZMCg69Bxjtbo\">Go for Teal<\/a> video series, we want to share not only what Mediavine is doing, but how we&#8217;re doing it by teaching you various aspects of the advertising industry.\n\nWe thought we&#8217;d begin with header bidding, which is basically the crux of everything Mediavine does behind the scenes. Header bidding gets its name because it\u2019s typically called from the head, or top of your page, before your page starts to load.\n<div class=\"video-responsive\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/INYUmD1Kfyo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<span style=\"font-weight: 400;\">Header bidding is essentially an auction of auctions, an opportunity for all the ad exchanges and networks to compete for every impression.<\/span>\n\nTo better understand header bidding, we need to look at the world\u00a0<span style=\"font-weight: 400;\">before header bidding, a world of traditional tag-based ads and waterfalls.<\/span>\n\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4673 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/waterfalls.png\" alt=\"Waterfalls infographic\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/waterfalls.png 1920w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/waterfalls-441x248.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/waterfalls-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/waterfalls-818x460.png 818w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>\n\n<span style=\"font-weight: 400;\">In the old days of this industry, a whole three years ago, a publisher worked with an ad network who provided a set of tags to put in various sections on your page. You&#8217;d either hard-code these, or traffic them inside of an ad server for slightly more complex optimizations.<\/span>\n\n<span style=\"font-weight: 400;\">When a user came to your site and ads began to load, they&#8217;d be sent to the first ad network if they had inventory above the floor. If not, a passback tag you provided would bounce them to the next ad network, and possibly a third or even more than that, waterfalling down if you will.<\/span>\n\n<span style=\"font-weight: 400;\">The issue with this model is that the first ad network would always get first crack at every impression and cherry pick your highest paying users, paying whatever they wanted as long as it was above your floor. It essentially became an auction of one.<\/span>\n\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4672 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/header-bidding.png\" alt=\"Header bidding infographic\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/header-bidding.png 1920w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/header-bidding-441x248.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/header-bidding-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/header-bidding-818x460.png 818w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>\n\n<span style=\"font-weight: 400;\">In the world of header bidding, all of this is solved. W<\/span><span style=\"font-weight: 400;\">hen a user comes to your page now, all ad networks are called before we serve an ad tag or call our ad server.<\/span>\n\n<span style=\"font-weight: 400;\">A lightweight JavaScript calls each of the ad exchanges in the user\u2019s web browser right as the page loads, learning exactly what each exchange is willing to pay for that ad impression.\u00a0<\/span><span style=\"font-weight: 400;\">We&#8217;re basically running a pre-auction with each of the ad partners, then running a meta, or single auction, on our side. <\/span>\n\n<span style=\"font-weight: 400;\">We take the highest bid from the exchanges to our ad server, and the winning &#8211; highest-paying &#8211; impression among all the ad networks is the one shown to the user.<\/span>\n\n<span style=\"font-weight: 400;\">The advantage of header bidding is that the different ad networks compete in real time for every impression instead of using averaged, historical data as they did in the past. <\/span>\n\n<span style=\"font-weight: 400;\">Some impressions are so valuable they&#8217;re worth literally 100 times more than others, so this instantaneous, real time auction data is crucial to ad optimization.<\/span>\n\nThink of it this way:\n\nLet&#8217;s say Ad Network A averages a $2.00 CPM, and Ad Network B averages $1.00. In traditional ad serving, the ad server would pick Ad Network A in every auction because of historical averages.\n\nThe flaws in this could be very costly. Let&#8217;s say Network B had an advertiser that really wanted to buy a valuable impression from your site and was willing to pay up to a $100 CPM, and perhaps Network A just didn&#8217;t have a cookie match, or for whatever reason, didn&#8217;t find that user valuable.\n\nNetwork A could bid only $1.00 in this scenario but the ad server would still pick Network A, even though Network B was literally willing to pay up to 100 times more.\n\nTypically, the industry results you hear about claim that header bidding can lead to a 30 percent lift in revenue. We personally have seen a lot higher than that. As a programmatic-first company, we use header bidding to optimize every single impression in every ad unit on every page view.\n\nIt&#8217;s also <a href=\"https:\/\/www.mediavine.com\/why-page-speed-matters\/\">faster<\/a>, since you can call all the ad networks at once, or asynchronously. With waterfalling ads, you had to call ad networks synchronously, waiting until one auction finished before another began and costing yourself valuable seconds of site speed in the process.\n\n<span style=\"font-weight: 400;\">Mediavine has been running header bidding for over three years, before the concept even had a name. All of our display, native and video ads are served this way in an effort to improve your earnings, user experience and overall site performance.<\/span><\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" 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15.090328 13.348625 14.861328 13.265625 C 14.632328 13.182625 14.464828 13.140625 14.298828 13.390625 C 14.132828 13.640625 13.655766 14.201187 13.509766 14.367188 C 13.363766 14.534188 13.21875 14.556641 12.96875 14.431641 C 12.71875 14.305641 11.914938 14.041406 10.960938 13.191406 C 10.218937 12.530406 9.7182656 11.714844 9.5722656 11.464844 C 9.4272656 11.215844 9.5585938 11.079078 9.6835938 10.955078 C 9.7955938 10.843078 9.9316406 10.663578 10.056641 10.517578 C 10.180641 10.371578 10.223641 10.267562 10.306641 10.101562 C 10.389641 9.9355625 10.347156 9.7890625 10.285156 9.6640625 C 10.223156 9.5390625 9.737625 8.3065 9.515625 7.8125 C 9.328625 7.3975 9.131125 7.3878594 8.953125 7.3808594 C 8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" 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If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 As part of our new Go for Teal video series, we want to share not only what Mediavine is doing, but how we&#8217;re doing it by teaching you various aspects of the advertising industry. We thought we&#8217;d begin with header bidding, which is basically the crux of everything Mediavine does behind&#8230;<\/p>\n","protected":false},"author":5,"featured_media":21692,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14,50],"tags":[],"audience_post":[],"class_list":["post-4593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-go-for-teal"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Header Bidding? - Mediavine<\/title>\n<meta name=\"description\" content=\"Header bidding gets its name because it\u2019s typically called from the head, or top of your page, before your page starts to load. Learn how it works.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Header Bidding?\" \/>\n<meta property=\"og:description\" content=\"Header bidding gets its name because it\u2019s typically called from the head, or top of your page, before your page starts to load. Learn how it works.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-15T13:31:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-04T14:24:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-07.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1168\" \/>\n\t<meta property=\"og:image:height\" content=\"779\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"What is Header Bidding?\",\"datePublished\":\"2018-01-15T13:31:49+00:00\",\"dateModified\":\"2020-09-04T14:24:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/\"},\"wordCount\":730,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-07.jpg\",\"articleSection\":[\"Advertising\",\"Go for Teal\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/\",\"name\":\"What is Header Bidding? - Mediavine\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-header-bidding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-07.jpg\",\"datePublished\":\"2018-01-15T13:31:49+00:00\",\"dateModified\":\"2020-09-04T14:24:23+00:00\",\"description\":\"Header bidding gets its name because it\u2019s typically called from the head, or top of your page, before your page starts to load. 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