Header Bidding
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
- When the user loads a site page, a special
header-bidding.jscode simultaneously sends requests to all connected monetizers, which then bid for impressions under the same terms and conditions. - 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.
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 |
| 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 |
| 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 |
| 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 |
Demo pages
Use the links below to view examples of banners where Header Bidding is used.
