Article · Wikipedia archive · Last revised Jul 3, 2026

Header bidding

Header bidding is a programmatic advertising technique in which publishers bid on multiple advertising exchanges in real time. Google has been reported to have referred internally to header bidding as an "existential threat".

Last revised
Jul 3, 2026
Read time
≈ 1 min
Length
109 w
Citations
4
Source
Wikipedia ↗
Header bidding dataflow source ↗

Header bidding is a programmatic advertising technique in which publishers bid on multiple advertising exchanges in real time.1 Google has been reported to have referred internally to header bidding as an "existential threat".234

References

References

  1. Bilton, Ricardo (August 18, 2015). "WTF is header bidding?". Digiday. Retrieved 2021-11-06.
  2. Gooding, Sarah (November 5, 2021). "AMP Has Irreparably Damaged Publishers' Trust in Google-led Initiatives". WP Tavern. Retrieved 2021-11-06.
  3. Joseph, Seb (October 27, 2021). "Ad execs dismayed, but not surprised, by tactics Google allegedly used". Digiday. Retrieved 2021-11-06.
  4. Wakabayashi, Daisuke; Hsu, Tiffany (2021-01-17). "Behind a Secret Deal Between Google and Facebook". The New York Times. ISSN 0362-4331. Retrieved 2021-11-06.