Definition : Wrapper header bidding

Wrapper header bidding is a programmatic advertising technique that allows publishers to simultaneously auction off their ad inventory to multiple demand sources, including ad exchanges and ad networks. This process is facilitated by a ‘wrapper’ or container code that sits on the publisher’s website and manages the bidding process. Unlike traditional header bidding, which requires separate code for each demand source, wrapper header bidding streamlines the process by consolidating all bids into one auction. This results in increased competition and higher ad revenue for publishers, as well as more targeted and relevant ads for users. Additionally, wrapper header bidding offers greater control and transparency for publishers, as they can easily manage and monitor the bidding process through a single interface. Overall, wrapper header bidding is a powerful tool for publishers looking to maximize their ad revenue and optimize their ad operations.

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