Header bidding has revolutionized AdTech, empowering publishers to maximize the value of their ad inventory. As the industry evolves, publishers must stay up-to-date with the leading header bidding networks that can drive their revenue growth.
Now the question is: which header bidding networks are known to perform well? Here are our top picks:
Amazon’s header bidding solution has become a dominant force, with around 71% of websites participating in header bidding, including APS in their demand sources. Amazon’s vast advertiser base, advanced targeting capabilities, and competitive fill rates make it a must-have for publishers.
They have one of the most widely used header implementations, and they claim their strength comes from their ability to innovate and work at scale. They are standardized in the sense that they return a uniform count of bids per page. Amazon’s Header Bidding Solution implementation presents some nuances. For instance, you’ll see ‘7×9’ as shorthand for 728×90.
Amazon offers heavy retargeting demand, though they are picky and prefer to work with private exchanges.
Index Exchange is a leading independent ad exchange that offers a robust header bidding solution. Known for its transparency and advanced optimization features, Index Exchange helps publishers maximize their yield and maintain full control over their inventory.
Their header bidding takes about 200 milliseconds or less. According to their study, header bidding outperforms waterfall ad rates by 166% in open exchanges, 46% in private exchanges and 68% growth in header tag use among publishers.
Sovrn is a top-performing header bidding network for publishers looking to maximize their ad revenue in 2024. Here are some key reasons why Sovrn stands out:
Their header bidding solution has been shown to significantly boost publisher revenue, with many reporting yield increases of 10-20% and some even seeing upwards of 30%.
By allowing multiple demand partners to bid simultaneously, Sovrn ensures publishers always receive the highest price for their ad inventory.
They offer both client-side and server-side header bidding, giving publishers the flexibility to choose the approach that works best for their setup. They also provide an easy-to-implement self-serve “Header Code” solution, as well as free consultations and installation support for those without in-house technical resources.
Related Read: How Does Header Bidding Fit into your Overall Ad Ops Strategy?
Sharethrough is a header bidding partner that focuses on native advertising solutions. With its advanced contextual targeting and optimization features, Sharethrough enables publishers to maximize the value of their native ad inventory.
Their adaptive templating technology ensures that every native ad matches the look and feel of each site and is automatically optimized to maximize performance and yield. This technology helps publishers maintain high-quality advertising experiences while maximizing revenue.
Triplelift is a header bidding partner that specializes in native advertising. By leveraging its unique ad formats and advanced targeting capabilities, TripleLift helps publishers unlock incremental revenue from their native ad inventory.
TripleLift has built an extensive demand network, partnering with over 30 DSPs and exchanges. This allows publishers access to a large pool of advertisers bidding on their inventory, helping to drive higher CPMs and fill rates.
OpenX is a solid header bidding partner known for its innovative technology and commitment to transparency. With its data-driven optimization tools and extensive demand network, OpenX helps publishers maximize their revenue and maintain control over their ad inventory.
They have access to a wide range of advertisers and offers one of the best header bid solutions to date. When Townhall Media started using OpenX’s header bidding technology to sell ads on its site, it claimed an increase of 57% in programmatic revenue.
The entire process is a breeze. Publishers must meet the main requirement of at least 100 million ad impressions per month to qualify. They’re hands-on with their implementation. The network’s strong track record of performance and innovation positions it well to continue driving publisher success in the years ahead.
MonetizeMore is offering its own meta header bid solution called PubGuru header bidding. If you’d like to discover more and how MonetizeMore can help you optimize your ad earnings, get started here.
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Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.
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