What Is a Header Bidding Wrapper and How Does It Work?
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What Is a Header Bidding Wrapper: Everything Publishers Should Know

What Is a Header Bidding Wrapper and How Does It Work?

Ad technology has improved over the years, enabling advertisers and publishers to automate the entire ad buying and selling process. The days of inefficient methods such as waterfalling are pretty much over. More and more businesses are turning towards header bidding to increase their ad revenue. In fact, Statista reports that almost 70% of online publishing websites in the United States use header bidding nowadays.

This go-to ad-selling tactic of modern times has been around for a while and has quickly become the favorite in the industry. What’s so great about header bidding? Well, only the fact that it enables publishers to offer their ad inventory to multiple ad exchanges at the same time. Having numerous advertisers compete for an ad space on your website can certainly increase your revenue and fill rates. Header bidding can also be credited for increasing page load times.

Now, even though header bidding has been used for years, newcomers to the industry might find it a bit difficult to understand the terminology that comes with it. We’ve already covered header bidding in one of our previous posts, and we thought it’s time to dig a bit further and explain a header bidding wrapper.

So, in this article, we’ll talk about header bidding wrapper technology and the basics you need to know as a publisher or advertiser.

What Is a Header Bidding Wrapper?

A header bidding wrapper, also known as a container or framework, is basically a tag publishers add to the header section of their websites to send simultaneous ad requests to multiple demand partners. This technology is useful in that it organizes numerous demand partners and defines rules so that all auctions are efficient. For instance, the rules range from the time when the auction should start to how many bidders will participate in it.

The ability to organize demand partners facilitates this process for publishers. Specifically, it minimizes the added code and overall complexity that comes with each new partner.

Then, a header bidding wrapper is necessary for companies looking to maximize the number of demand sources bidding for an ad space. The wrapper ensures that all participating partners get their bid request triggered at the same time.

In a nutshell, a header bidding wrapper is the technology that streamlines the entire implementation of header bidding.

Now that we know the header bidding wrapper definition, it’s high time we find out how it works exactly.

How Does a Header Bidding Wrapper Work?

Without the wrapper, header bidding implementation would be much more difficult for all sides involved. This container is a godsend for the advertising industry because publishers don’t need to add and manage codes for each demand partner individually. Think how time-consuming that would be! Instead, a publisher can just add or remove demand partners from a header bidding wrapper depending on their needs.

Once demand partners have been added, the wrapper will trigger bid requests and collect bids from them. And publishers can sit tight and wait for their ad space to be sold!

But, how does a header bidding wrapper actually work? The process looks like this:

  1. A user visits a web page that includes the header bidding wrapper code.
  2. The wrapper sends ad requests to multiple demand partners at the same time.
  3. Demand partners respond to the requests by sending their respective bids.
  4. The wrapper forwards those bids to ad servers whose task is to make the final decision and serve the ad.

Bear in mind that you can set up header bidding without a wrapper. However, using this container is beneficial if you’re working with multiple partners because it manages all demand sources for you and makes the communication process with ad servers much easier.

Benefits of Header Bidding Wrappers

Header bidding wrappers were created to bring new perks to publishers and resolve certain issues that come with programmatic advertising. Levering these containers can significantly improve your monetization. Here’s what a header bidding wrapper brings to the table:

  • Ability to set optimal timeouts: This benefit is one of the major reasons publishers decide to use header bidding wrappers. Setting optimal timeouts for all demand partners competing for an ad space ensures they return the bids in a timely manner. Whichever partner sends the bid after the set timeframe will be removed. In this way, a wrapper reduces latency and ensures a better user experience.
  • Easier demand management: Having a wrapper on your web page facilitates the process of adding and/or removing demand partners. You don’t need to manage the code for each partner individually — just include them in the wrapper or drop them from it!
  • Better page load time: Given how much attention is given to user experience nowadays, publishers are rushing to ensure their customers spend time on their websites without anything ruining the experience for them. This is where a header bidding wrapper comes in handy in that it improves page load time with its process.

Challenges of Header Bidding Wrappers

The above benefits speak in favor of using a header bidding wrapper. However, there are some disadvantages you should consider when you’re deciding on whether to add a wrapper to your web pages. In all honesty, the advantages we mentioned outweigh the downsides, but we’ll talk about the challenges nonetheless:

  • Implementation and optimization: A wrapper requires skilled resources in that you would need to have some technical know-how in order to set it up. This means you would need to understand how to configure it, how to resolve potential issues, and get to know the basic workflow of the wrapper.
  • Revenue loss and slower page loading speed: If the wrapper is not configured properly, this will have an effect on the page loading speed which will hinder the performance of demand partners. As a result, publishers may experience ad revenue loss.

However, you can overcome the above challenges if you rely on experts to set up the whole header bidding process for you.

Video Header Bidding Made Easy with Brid.TV

Every publisher wants to skip complicated implementations and ensure the advertising technology they’re using works like a charm. You don’t need to worry about setting up header bidding anymore — leave that to the professionals.

Brid.TV has developed an advanced video header bidding technology that can help you grow your business. Our ecosystem is fully compatible with SpotX and Prebid, which further improves your monetization efforts. SpotX’s header bidding and Prebid’s header pre-bidding are implemented into our player, simplifying and speeding up monetization. By using our player, you will get access to top-level ad inventory straight from either SpotX or Prebid.

Boost your ad performance and achieve better return on investment with our video header bidding!