If you’re part of the online advertising industry, you’re undoubtedly aware of the impact header bidding had on it. This advanced programmatic technique enabled publishers to reduce latency, increase ad yield, diversify demand, and cut down on passbacks. Prebid is the main open-source header bidding wrapper used by most major publishers today. It forms the core of our Nucleus ad platform, helping maximize revenue and performance for all of our publishers.
Header bidding burst on the digital scene about 2015. It was a brand-new technology that dramatically changed the way digital advertising worked, allowing publishers to offer their ad inventory to many different partners at once through a simultaneous auction.
Instead of working with one or two partners, a publisher could now integrate with many more — skyrocketing potential ad revenue! But this increase in partners also led to increases in complexity. Every partner required custom code and getting all that code working in harmony was a real challenge.
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