As one of the widely discussed topics in the ad optimization industry, header bidding has proven itself as one of the most effective ways to improve ad revenue. However, for your business to utilize header bidding fully, you need to understand what it is and how it works.
Basically, header bidding is a technique that allows ad buyers to bid on ad inventory before it is sold to the highest bidder. This way, the buyers have a chance to bid on the inventory they want, and the publisher can get the highest price for the inventory.
Header bidding is implemented by adding a script tag that calls a header bidding wrapper to the head of your web page. After that, the wrapper calls all the header bidding partners that you have configured.
There are many header bidding wrapper solutions available, but the most popular is Prebid.js. Prebid.js is an open-source project that is maintained by Prebid.org and has become one of the most popular ones with its open-source code and flexibility.
What is Prebid.js?
Prebid.js is a header-bidding platform for businesses of all sizes and a wrapper for the open source project Prebid. It enables publishers to manage ad inventory and allows buyers to bid on ad space in real-time.
The platform has a large and growing number of header bidding partners. To help you choose the right partners for your business, we have compiled a list of the 14 best Prebid.js partners for 2022 based on their performance and popularity.
Formerly known as AppNexus, Xander proves to be an outstanding prebid.js bidder partner. It has an impressive array of ad tech products, including a robust header bidding solution. The company is also known for its excellent customer service.
2. Google Ad Exchange
As one of Prebid.js’s default bidder partners, Google Ad Exchange continues to be a reliable option for publishers. It offers a wealth of ad space and demand, as well as a wide range of ad formats and features. Additionally, its integration with Google Analytics allows publishers to track and optimize their campaigns in real time.
3. Index Exchange
Index Exchange is a fast-growing ad exchange with a large inventory. As another top-tier prebid.js bidder partner, it provides a wide range of ad products and services, and its header bidding solution is highly respected. The company also has a strong reputation for customer service.
4. Rubicon Project
Rubicon Project is one of the largest ad exchanges in the world because of its capability to support a wide range of ad formats and its global reach. It also has a strong reputation for security and transparency.
OpenX is a famous ad exchange company and Prebid.js bidder partner because of its large inventory. Aside from that, OpenX also offers a variety of ad formats and a comprehensive suite of ad management tools.
6. Verizon Media
Formerly known as Oath, Verizon Media provides publishers with various solutions, such as ad serving, video and programmatic advertising, and more. They are a part of the Verizon family of companies and work hand-in-hand with Verizon to provide the best possible services and products to publishers.
Another key participant in the header bidding sector is Pubmatic. It provides a full range of ad products and services, and its prebid.js adapter is one of the industry’s most extensively used.
Since its debut, Pubmatic has been a big supporter of header bidding and has continued to invest in the technology. The firm employs a huge number of engineers that are always trying to enhance and streamline the product.
As a well-known retargeting company, Criteo gives publishers access to over 20,000 global advertisers. Criteo is also one of the first companies to build a business on programmatic advertising, including video and audio.
Media.net is one of the leading ad networks in the world, producing over $1 billion in revenue in 2017. The company has been operational since 2010 and has become a go-to source for ad space for top publishers around the world. Media.net’s prebid.js integration has been praised for its ease of use and expansive ad coverage.
With Sonobi, publishers can use a suite called the JetStream Publisher Suite, which helps with ad trafficking, optimization, and reporting. In addition, Sonobi can also work with header bidding through the use of its adapter.
11. The Trade Desk
The Trade Desk is a leading programmatic advertising company that focuses mainly on video and display advertising. It has a powerful presence in the United States and is quickly expanding internationally. The Trade Desk is a certified Prebid.js partner and has been working with the platform since its early days.
TripleLift is a leading native advertising company. Its bidder is reliable and efficient.
13. Tremor Video
If you’re looking for a bidder partner that specializes in video advertising, Tremor Video is a great option. They have a long history of providing quality video advertising services and are well known for their innovations in the space.
33Across has been a bidder partner of Prebid.js for a long time, making it one of the most experienced partners in the space. The company has a strong focus on header bidding and has developed products like Prebid Server and Prebid Video to help publishers manage and monetize their ad inventory.
To summarize, header bidding is something that you should consider, especially if you’re looking to improve ad revenue. It can be a little tricky to set up at first, but the benefits are worth it.
There are a lot of different header bidding solutions out there, but we recommend Prebid.js. It’s open source, so it’s free to use, and it has a lot of great partners.
If you’re looking for a header bidding partner, then we recommend looking at the 14 companies listed above. They’re all great options, and they’ll help you improve your ad revenue.