6 February 2024
Last modified: 14 March, 2022
Usually, ad servers allocate inventory in a sequential waterfall system that flows through ad exchanges, one after another. In header bidding, code is placed on a web page that loads a wrapper when the page loads. The wrapper is a container or framework within which the individual codes load for each header bidding partner. When the wrapper loads, it triggers a bid request to each of those partners, allowing them all to bid at the same time.