{"id":7197,"date":"2018-08-20T13:40:51","date_gmt":"2018-08-20T18:40:51","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=7197"},"modified":"2020-09-04T12:11:42","modified_gmt":"2020-09-04T17:11:42","slug":"video-header-bidding-how-it-works-why-its-kind-of-a-big-deal","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/video-header-bidding-how-it-works-why-its-kind-of-a-big-deal\/","title":{"rendered":"Video Header Bidding: How It Works &#038; Why It&#8217;s Kind of a Big Deal"},"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\">Video Header Bidding: How It Works &#038; Why It&#8217;s Kind of a Big Deal<\/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=\"2018-08-20T13:40:51-05:00\">August 20, 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\">Having published a guide to <a href=\"https:\/\/www.mediavine.com\/mediavine-video-capabilities\/\">Mediavine video<\/a> content capabilities last week, today we&#8217;re breaking down how things work under the hood for every video unit that\u2019s sold on your site.\n\nAs we&#8217;ve said more than a few times, 2018 is the year of video at Mediavine, and like our display and native ads, we use\u00a0<a href=\"https:\/\/www.mediavine.com\/what-is-header-bidding\/\">header bidding<\/a> to get the most out of our publishers&#8217; inventory.\n\nSimilar to how display and native ads are served, video header bidding is an auction of auctions, with winning bids from our ad partners&#8217; independent auctions competing in one meta auction.\n\nWe&#8217;re explaining it in today&#8217;s installment of our <a href=\"https:\/\/www.youtube.com\/playlist?list=PLVy2vgUysJwumE-KGgPaGZMCg69Bxjtbo\">Go For Teal video series<\/a>:\n<div class=\"video-responsive\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/a2pPERAJn_w\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\nThe winner of the winners gets to serve the ad, generating the most revenue through competition.\n\nHowever, unlike with display and native ads, video header bidding is not commonplace, so we&#8217;re unique in that we&#8217;ve been running it since the launch of the <a href=\"https:\/\/www.mediavine.com\/mediavine-video-player-2-0-an-introduction\/\">Mediavine Video Player<\/a>.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7209\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-video-player.jpg\" alt=\"A smart phone plays a video ad; in the background is a tabletop with wireless keyboard and mouse, and a cup of coffee.\" width=\"600\" height=\"401\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-video-player.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-video-player-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-video-player-768x513.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-video-player-689x460.jpg 689w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n<h3><strong>So why is this a big deal, and why isn\u2019t everyone doing this?<\/strong><\/h3>\nFirst, a primer on how video ads were bought and sold before the advent of video header bidding \u2014 and in this case, how most people are still doing their video ads.\n\nVideo ads are unique in that there&#8217;s a well-adopted standard for how ads are served, and that lies in the concept of VAST tags. While both display and video ads have similar auction dynamics using what\u2019s known as the OpenRTB, that\u2019s where the similarities end.\n\nWith display, when\u00a0an ad wins an auction, it can return whatever it wants in its ad code, and the ad server just runs that. When a video ad wins an auction, however, it is required to return an ad in the VAST XML format.\n\n<em>Why is that so important?<\/em>\n\nSimply put, it allows for a more intelligent waterfall setup than traditional display ads. Display ads use a system where, if you\u00a0try to serve an ad and the buyer has no ad to serve, a \u201cpassback\u201d tag is sent back to the ad server \u2014 a slow, one-way communication that requires multiple, synchronous hits to the ad server.\n\nHowever, with video, the VAST response is vastly superior (sorry) in that it can return another ad to serve instead, or register that there was no bid at all. This concept paved the way for what DFP (now <a href=\"https:\/\/www.mediavine.com\/google-ad-manager-new-name-same-great-mediavine-partnership\/\">Google Ad Manager<\/a>) calls video fallback ads.\n\nIn other words, an ad server can actually return multiple ads and the video player can pick the correct one to serve if the first ad fails or returns no bid. This fallback makes sure multiple parties can participate in the auction, and means ads are more likely to serve, even in the case of bad ads or certain parties not bidding.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4673\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/waterfalls-818x460.png\" alt=\"Waterfalls infographic\" width=\"600\" height=\"338\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/waterfalls-818x460.png 818w, 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.png 1920w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n<h3><strong>So we don\u2019t need video header bidding?<\/strong><\/h3>\nSince Mediavine runs video header bidding, I\u2019m guessing you know my answer. We definitely do. In all those scenarios we mentioned, there&#8217;s still a waterfall, just a fancier one. You\u2019re still prioritizing partners in order, and using historical bids, not real-time bids.\n\nFor example, let&#8217;s say we&#8217;re working with Index Exchange and AppNexus in a traditional setup. If IX historically averages a $10.00 CPM and AppNexus averages a $6.00 CPM, Index Exchange would always serve first; AppNexus would only serve if IX had no bid or errored out.\n\nIt wouldn\u2019t matter that on a given impression, AppNexus might have a $20.00 CPM; IX would always win, even if its current bid was $6.00.\n\nThat\u2019s because you\u2019re going off averages with the traditional video fallback method.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4672\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/header-bidding-818x460.png\" alt=\"header bidding infographic\" width=\"600\" height=\"338\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/header-bidding-818x460.png 818w, 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.png 1920w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n\nWith Video Header bidding, IX would be able to submit its $6.00 bid, while AppNexus could return its $20.00 bid, winning the auction and earning the chance to serve the ad.\n\nWhat\u2019s incredible about video header bidding is that you can still use the fallback method if set up right. For example, if that $20.00 AppNexus ad fails to serve (video ads definitely have their share of issues, but that\u2019s a blog post for another time), IX can still serve as the fallback ad.\n\nWhat you really need to know: Mediavine has gone above and beyond to set this up properly for all partners to compete in video header bidding AND serve fallback ads for winners that error out.\n\nImplementing this complex and still-relatively unique system has been slow going at times, but it\u2019s paid off. Video header bidding is taking off, with many new ad partners joining the auction and allowing us to command the high CPMs that video ads deserve.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18754 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/Videos___Sugar_Dish_Me___Mediavine_Dashboard-3.png\" alt=\"Screenshot of the uploaded videos in the Mediavine Dashboard\" width=\"2930\" height=\"1554\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/Videos___Sugar_Dish_Me___Mediavine_Dashboard-3.png 2930w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/Videos___Sugar_Dish_Me___Mediavine_Dashboard-3-441x234.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/Videos___Sugar_Dish_Me___Mediavine_Dashboard-3-867x460.png 867w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/Videos___Sugar_Dish_Me___Mediavine_Dashboard-3-768x407.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/Videos___Sugar_Dish_Me___Mediavine_Dashboard-3-1536x815.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/05\/Videos___Sugar_Dish_Me___Mediavine_Dashboard-3-2048x1086.png 2048w\" sizes=\"auto, (max-width: 2930px) 100vw, 2930px\" \/>\n\nNo more waterfalls devaluing our inventory. No more wasted potential and money left on the table due to outdated technology. Another way in which Mediavine helps publishers maximize returns, letting you focus on what you do best, creating the amazing content their audiences love.<\/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' 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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\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" 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class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 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 21, 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 \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. 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 Having published a guide to Mediavine video content capabilities last week, today we&#8217;re breaking down how things work under the hood for every video unit that\u2019s sold on your site. As we&#8217;ve said more than a few times, 2018 is the year of video at Mediavine, and like our display and&#8230;<\/p>\n","protected":false},"author":5,"featured_media":21691,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-7197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"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>Video Header Bidding: How It Works &amp; Why It&#039;s Kind of a Big Deal - Mediavine<\/title>\n<meta name=\"description\" content=\"Mediavine uses\u00a0header bidding to get the most out of our publishers&#039; inventory.\u00a0The winner gets to serve the ad, generating the most revenue.\" \/>\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\/video-header-bidding-how-it-works-why-its-kind-of-a-big-deal\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Video Header Bidding: How It Works &amp; 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