Header bidding is an advanced programmatic advertising technique designed to maximize revenue for publishers by creating a more competitive ad auction environment. Unlike the traditional waterfall model, where ad requests are passed sequentially to demand partners, header bidding enables multiple ad exchanges and SSPs to bid simultaneously for ad inventory. This parallel auction occurs either in the user's browser or server-side, before the publisher's ad server makes its final decision. By inviting all eligible demand partners to compete at the same time, publishers can achieve higher CPMs and better fill rates. For advertisers, it provides access to a wider pool of inventory and ensures they are competing in a fair and transparent auction. More details: https://info-base.top