Header Bidding Optimization

Header bidding is the single most impactful optimization for publisher revenue. This guide covers implementation, configuration, and ongoing optimization.

Expected Results

+25-40%

Revenue Increase

30-60 days

95%+

Fill Rate

Immediate

+30-50%

Average CPM

30 days

<100ms

Page Load Impact

With optimization

Implementation Guide

Choose Your Wrapper

Select a header bidding wrapper that fits your needs

Prebid.js - Most popular open-source solution

Amazon TAM - Good for Amazon demand

Index Exchange Wrapper - Enterprise solution

Consider hybrid (client + server-side) for scale

Select Demand Partners

Curate 5-8 high-quality bidders for optimal competition

Include major SSPs (Rubicon, OpenX, PubMatic)

Add specialized partners for your verticals

Consider geographic coverage needs

Evaluate based on bid rate and latency

Configure Timeouts

Balance revenue opportunity with page performance

Start with 1000ms timeout, optimize down to 400-800ms

Set per-bidder timeouts for slow partners

Consider different timeouts for mobile vs desktop

Monitor timeout rates and adjust accordingly

Set Price Granularity

Configure bid buckets to capture value accurately

Use "dense" granularity for bids under $5

Use "medium" for $5-20 range

Custom granularity for high-value inventory

Align with your ad server line item setup

Implement Analytics

Track performance to enable ongoing optimization

Enable Prebid Analytics adapter

Track bid rates, win rates, and timeouts

Monitor latency by bidder

Set up alerts for performance degradation

Optimization Tips

Remove bidders with <5% bid rate

Reduces latency 20-30%

Implement bid caching for repeat pageviews

Faster subsequent loads

Use server-side bidding for additional demand

+10-15% revenue

A/B test timeout settings

Find optimal balance

Implement floors based on historical data

+5-10% CPM

Enable user ID modules for better targeting

+15-25% CPM

Common Mistakes to Avoid

✗

Too many bidders

→ Limit to 5-8 high-quality partners

✗

Timeout too high

→ Start at 1000ms, optimize to 400-800ms

✗

No analytics

→ Implement Prebid Analytics from day one

✗

Ignoring mobile

→ Configure mobile-specific settings

✗

Set and forget

→ Review performance monthly

Need Help With Header Bidding?

Our team can implement and optimize header bidding for your site, typically achieving 25-40% revenue increases.

Get Implementation Help Learn More About Header Bidding