Header Bidding

  1. How it works
  2. Header Bidding advantages
  3. Available monetizers
  4. Demo pages

Header Bidding is programmatic technology you can use to survey multiple demand-side platforms when a user loads a site page and select the offer with the highest bid.

Attention. Using Header Bidding, the site owner must sign a separate bidding contract with each monetizer that doesn't belong to Yandex or Adfox. The monetizer is responsible for low-quality ads selected using Header Bidding.

How it works

  1. When the user loads a site page, a special header-bidding.js code simultaneously sends requests to all connected monetizers, which then bid for impressions under the same terms and conditions.
  2. All monetizer bids are received by the Adfox server with the ad request and are compared with the CPM of other Dynamic monetization campaigns (if there are any in the site owner's account). The campaign with the maximum bid is selected.
  3. The campaign with the maximum bid is compared with the Yandex Advertising Network to choose the winner:

    • If the Yandex Advertising Network bid is higher, it wins and can serve its ads.
    • If the Yandex Advertising Network can't offer a higher bid or refuses to bid, the campaign with the highest bid wins and can serve its banner.

Header Bidding advantages

  • A convenient way to connect external monetizers. The full list of available monetizers is below.
  • The ability to connect monetizers integrated with the Prebid.js library in a single script and monetize international traffic.
  • The ability to connect to other Adfox partners that are impression monetizers without code forwarding between accounts or adding placeholders or passback tags.
  • Reduced traffic losses and ad rendering time (compared to the traditional waterfall).

Available monetizers

Monetizers that can be connected to Adfox ad units using Header Bidding.

Yandex Header Bidding monetizers
Monetizer Available formats Monetizer site
AdMixer banner, combo admixer.com
ADSPEND banner, InPage adspend.ru
Adtelligent banner, InPage adtelligent.com
Adwile banner partner.adwile.com
AlfaDart banner alfadart.com
All in One Media banner aio.media
Astralab banner, combo astralab.ai
Between Digital banner, InPage, InStream, combo betweendigital.com
Bidvol banner, InStream, combo bidvol.com
Buzzoola banner, InPage, combo www.buzzoola.com
СlicksСloud banner clickscloud.net
Criteo banner, combo www.criteo.com
DGT SSP banner www.digitas.com
Fotostrana banner fotostrana.ru
GetIntent banner getintent.com
Gnezdo banner gnezdo.online
HPMD (Happy Monday) banner, InPage, InStream www.hpmd.ru
Hybrid banner, combo hybrid.ai
Kadam banner kadam.net
Media Instinct Group banner, combo mediainstinctgroup.ru
MediaSniper banner, combo mediasniper.ru
Mediatoday banner, InPage mediatoday.ru
Mgid banner mgid.com
MTS banner, InStream, combo marketolog.mts.ru
MyTarget banner, combo target.my.com
NativeLab banner nativelab.ru
NetBanners banner netbanners.org
OTM banner, InPage, InStream otm-r.com
Pladform banner distribution.pladform.ru
Qvant DSP banner, InPage qvant.ru
Redllama banner, InPage redllama.ru
Relap banner relap.io
Roxot banner, combo roxot.com
Sape banner, InStream, combo rtb.sape.ru
Segmento banner, InPage, InStream, combo segmento.ru
SMI2 InPage, InStream, combo smi2.net
Soloway banner, InPage, InStream, combo www.soloway.ru
Solta banner, InPage, InStream, combo solta.io
Tinkoff banner tinkoff.ru
Videonow banner, InPage, combo videonow.ru
Monetizers integrated with Prebid.js
Monetizer Available formats Monetizer site
AdKernel banner adkernel_prebid.org
AdRiver banner adriver_prebid.org
Between Digital banner between_prebid.org
CPMStar banner cpmstar_prebid.org
Getintent banner getintent_prebid.org
Hybrid banner hybrid_prebid.org
myTarget banner mytarget_prebid.org
Programmatica banner programmatica_prebid.org
PubMatic banner pubmatic_prebid.org
Silverpush banner silverpush_prebid.org
VOX banner vox_prebid.org

If you want to use a Prebid monetizer that is not yet in the Adfox interface, submit an application to the support service.

Adfox HB monetizers

Using Header Bidding technology, one Adfox client (site owner) can connect to another (impression monetizer). The client who is the monetizer must become an Adfox HB monetizer. This scheme eliminates code forwarding between accounts as well as adding placeholders and passback tags.

To become an Adfox HB monetizer, contact support. Learn more about the process for connecting and setting up an account in the Connecting via Adfox HB section.

Monetizer Available formats Monetizer site
AdSmart, Interpool banner, combo inpool.ru
Adtech Digital banner, InPage, InStream, combo adtech-digital.ru
Bestseller banner, combo bseller.ru
Digital Alliance banner, InStream, combo alliance.digital
Digital Caramel banner, combo digitalcaramel.com
Digital Sail banner, combo dsail.by
Roden Media banner, InStream, combo roden-media.ru
WiseUP banner, combo wiseupmedia.ru

Contact support