Widely accepted header bidding solution, Prebid empowers publishers through header bidding monetization strategies. In this blog, we’ll explore how header bidding as a concept and Prebid as a tool influence publishers in 2025. 

Header bidding has been on a journey from chaos to clarity. Earlier header bidding practices proved to be inefficient and confusing for the publishers, leaving them in need of efficient and simplified solutions, but in 2015, Prebid was launched, which changed the world of programmatic advertising, especially for header bidding. Prebid offers a go-to framework and widely adopted implementation of a header bidding technology.

If we have to explain Prebid vs Header Bidding in simple words, Prebid is a set of tools that facilitates header bidding implementation through two different solutions: Prebid.js for client-side auctions and Prebid Server for server-side header bidding.

In this blog, we will explore more about Prebid vs Header Bidding how they work, how Prebid facilitates header bidding, and much more.

Prebid vs Header Bidding: The Basic Comparison

To understand the difference between header bidding and prebid, it’s necessary to understand how they both function and help publishers in the world of programmatic advertising. Let’s have a look:

What is Prebid? 

Prebid is an open-source suite of software that helps publishers with the free implementation of header bidding. Also known as a header bidding enabler, Prebid connects publishers with a wide variety of demand partners through a standardized framework that can help publishers optimize their ad revenue. 

Some related terms:

Prebid.js Library: This consists of three main elements: the core wrapper code, adapters for publishers, and some additional Prebid modules if the publisher wants to explore more options.

Prebid Module: Prebid offers a suite of modules to customise a header bidding solution as per the publisher’s needs. The key module types include bid adapters, analytics adapters, user ID modules, etc. Moreover, Prebid provides an extensive spreadsheet with information regarding all Prebid bid adapters, including their formats, regulatory compliance, etc. – CSV Spreadsheet 

Prebid Wrapper: Also known as Prebid.js, a Prebid wrapper is an open-source bidding wrapper that allows publisher and app developers to implement and run header bidding all by themselves.

Prebid Adapter: These modules connect the publisher’s ad inventory and demand sources, acting as a receiver for bids from a wide range of demand partners during the auction. 

How Does Prebid Work?

Prebid is not just a software, it’s a complete product portfolio designed to optimize and manage header bidding. With Prebid, publishers can simplify the complex header bidding process and optimize ad revenue without relying on traditional header bidding. Let’s understand how:

1. Prebid.js: It is a core product of the Prebid suite that facilitates client-side header bidding auction through a JavaScript library. It connects with multiple demand partners at once, enabling them to place bids in real time.

2. Prebid Server: This strong server-side solution by Prebid allows publishers and app developers to install header bidding on websites without needing HTML header sections, mobile apps, and AMP sites. The Prebid server is an extension of prebid.js that has reduced latency rates. 

3. Prebid Mobile: As the name suggests, Prebid Mobile is designed to provide a header bidding framework specifically for mobile apps. Prebid Mobile (PBM) supports banner, video, interstitial, and native ad formats.

4. Prebid Video: Prebid integrates video header bidding in two ways: first is in-stream, where ads are managed in an existing video player. The second is in the renderer, where ads are run through specific scripts provided by demand partners. 

• When a user opens a webpage or an app, bid requests are sent through the Prebid Library to multiple demand partners. 

• Then the demand partners start bidding for the ad inventory in real-time, and Prebid then collects and organizes these requests.

The highest bid is then forwarded to the ad server.

What is Header Bidding

Header bidding is a concept or a technique where publishers can sell their ad inventory to multiple demand partners through real-time bidding in a competitive auction to maximize their ad revenue. Also known as pre-bidding or advanced bidding, publishers can use header bidding by installing a JavaScript code or a wrapper in the header of their website to trigger an auction for the ad space among multiple demand sources, namely DSPs, SSPs, ad exchanges, ad networks, etc. 

Some related terms:

Waterfall Method: Waterfall method is a traditional method of selling ad inventory to the demand sources one by one.

Header Bidding Wrapper: Refers to the JavaScript code publishers need to place in the header of their website to use header bidding.

Open Bidding: Google’s Open Bidding facilitates third-party SSPs (Supply Side Platforms) to take part in a server-side unified auction to buy and sell ad inventory in real-time.

Server-side header bidding: As the name suggests, server-side header bidding auction takes place on an external server. It reduces the page load time on the user’s browser. 

Client-side header bidding: The auction takes place on the user’s browser. Client-side header bidding connects publishers with multiple demand partners directly. It leads to increased page load time due to the number of bids being processed simultaneously on the client’s side (user browser) 

How it works 

Let’s understand what goes on backstage when a publisher uses header bidding on their website:

• When a user lands on a website, the header bidding code embedded in the page’s header gets triggered. 

• Then the code sends bid requests to multiple demand partners and receives bids through a real-time bidding auction within a timeframe.

• After comparing the bids, the highest bid gets selected and then forwarded to the ad server.

• The winning ad is then displayed to the user. 

This process ensures that the publisher achieves better fill rates and higher revenue, and delivers relevant ads to the audience. 

Prebid vs Header Bidding: Key Differences

Prebid serves as an essential tool for header bidding. It makes the implementation of header bidding easier for publishers. Prebid ensures efficiency while header bidding ensures earning ad revenue for publishers. To understand Prebid vs Header Bidding, we need to understand how Prebid helps publishers with header bidding.  

Header Bidding as a Concept

Header Bidding revolutionized programmatic advertising by enabling publishers to auction off their ad inventory to multiple demand partners.

 It replaced the outdated waterfall method to maximize competition among advertisers, leading to better ad revenue. 

Through this technology, publishers can monetize their content efficiently and without any hassle

Prebid as a Tool

On the other hand, Prebid acts as an enabler for header bidding; it offers a tailored framework to enhance header bidding deployment on the website. 

With Prebid’s ready-to-use framework, the publisher saves tons of time and effort, making it a go-to choice for publishers.

Prebid is famous because it is flexible and comes loaded with features that help publishers to earn ad revenue effortlessly. 

Advantages for publishers:

• Custom timeout settings for publishers to balance bid opportunities and page latency.

• They can handle multi-currency bidding as it can convert bids into the common currency for a fair comparison.

• Global demand partners to ensure smooth operations across different regions. 

Publishers can track ad performance through Prebid’s integrated analytics adapters. 

Work With Adpushup: Prebid Partner

In-house Prebid team offers complete control and customization, but it requires an internal team with a lot of expertise. Managed service provider gives access to expertise, support, and optimization in one go. 

Adpushup is a Google Certified Publishing Partner (GCPP) revenue optimization platform. Our fully managed Prebid service includes tailored header bidding solutions for desktop and mobile apps. Some of our unique offerings include unified real-time reporting and advanced auction logic. 

We offer more than header bidding solutions; we utilize machine learning and data science insights as advanced yield optimization features. With us, you also gain access to: 

• Automatic Demand partner selection
• Smart Timeout Management 
• Flexible Demand Integration
• Bid Monitoring and discrepancy solution. 

If you want to take control of your ad yields, check out our  Header Bidding Solution. 

Key Takeaways

• Header Bidding is a technique through which publishers can auction their ad inventory to various demand partners, to increase competition and place ads with the highest bid. 
• Prebid offers a suite of products, namely Prebid.js, Prebid Server, Prebid Mobile, etc., that facilitate header bidding as per publisher needs. 
• In terms of Prebid vs Header Bidding, Header Bidding is a concept, whereas Prebid is a tool that facilitates the implementation of header bidding on a publisher’s website.
• The main function of Prebid is to make the implementation of header bidding super easy. Prebid.js takes care of client-side header bidding, and the Prebid server supports server-side header bidding.
• Adpushup, a GCPP Prebid provider, has premium features like automatic demand partner selection, smart timeout management, etc. 

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Harleen Kaur

Harleen has a knack for attention to detail and a solid grasp of the ad tech industry. She simplifies the complex world of ad tech, making it accessible and fun through her content that stands out from technical jargon. Her in-depth articles, insightful analysis, and engaging content resonate with audiences and keep them informed.