Header Bidding
Header Bidding is a programmatic technology that you can use to survey multiple demand-side platforms when a user loads a website page and select the offer with the highest bid.
Attention. The site owner must sign a separate contract for bidding using Header Bidding technology with each buyer who doesn't belong to Yandex or Adfox. The buyer is responsible for low-quality ads selected using Header Bidding.
How it works
- When the user loads a website page, a special
Header_bidding.jscode simultaneously sends requests to all connected buyers, which bid for impressions under the same terms and conditions. - All buyer 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 reweighted 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.
Advantages of using Header Bidding for publishers:
- A convenient way to connect external monetizers.
- Higher efficiency by including bids from external monetizers under Dynamic monetization.
- Lower traffic losses under the classical “waterfalls” model.
- Faster ad rendering by excluding unnecessary links from the “waterfall”.
Demo pages
Use the links below to view examples of banners where Header Bidding is used.
Available monetizers
Monetizers that can be connected to Adfox ad units using Header Bidding.
| Monetizer | Available formats | Monetizer site |
|---|---|---|
| Criteo | banner, combo | www.criteo.com |
| Soloway | banner, InPage, In-Stream, combo | www.soloway.ru |
| HPMD (Happy Monday) | banner, InPage, In-Stream | www.hpmd.ru |
| Buzzoola | banner, InPage, combo | www.buzzoola.com |
| MyTarget | banner, combo | target.my.com |
| Between Digital | banner, InPage, In-Stream, combo | betweendigital.com |
| All in One Media | banner | aio.media |
| GetIntent | banner | getintent.com |
| Tinkoff | banner | tinkoff.ru |
| Videonow | banner, InPage, combo | videonow.ru |
| Relap | banner | relap.io |
| Pladform | banner | distribution.pladform.ru |
| AlfaDart | banner | alfadart.com |
| Fotostrana | banner | fotostrana.ru |
| Hybrid | banner, combo | hybrid.ai |
| Mgid | banner | mgid.com |
| DGT SSP | banner | www.digitas.com |
| ADSPEND | banner, InPage | adspend.ru |
| MediaToday | banner, InPage | mediatoday.ru |
| Redllama | banner, InPage | redllama.ru |
| Qvant DSP | banner, InPage | qvant.ru |
| Adtelligent | banner, InPage | adtelligent.com |
| OTM | banner, InPage, In-Stream | otm-r.com |
| Segmento | banner, InPage, In-Stream, combo | segmento.ru |
| Bidvol | banner, In-Stream, combo | bidvol.com |
| Sape | banner, In-Stream, combo | rtb.sape.ru |
| Astralab | banner, combo | astralab.ai |
| AdMixer | banner, combo | admixer.com |
| Gnezdo | banner | gnezdo.online |
| MTS | banner, In-Stream, combo | marketolog.mts.ru |
| Media Instinct Group | banner, combo | mediainstinctgroup.ru |
| Kadam | banner | kadam.net |
| MediaSniper | banner, combo | mediasniper.ru |
| Adwile | banner | partner.adwile.com |
| Solta | banner, InPage, In-Stream, combo | solta.io |
| СlicksCloud | banner | clickscloud.net |
| NetBanners | banner | netbanners.org |
| Digital Alliance (via Adfox HB) | banner, In-Stream, combo | alliance.digital |
| Adtech Digital (via Adfox HB) | banner, InPage, In-Stream, combo | adtech-digital.ru |
| AdSmart, Interpool (via Adfox HB) | banner, combo | inpool.ru |
| WiseUP (via Adfox HB) | banner, combo | wiseupmedia.ru |
| Digital Sail (via Adfox HB) | banner, combo | dsail.by |
| Bestseller (via Adfox HB) | banner, combo | bseller.ru |
| Roden Media (via Adfox HB) | banner, In-Stream, combo | roden-media.ru |
| Digital Caramel (via Adfox HB) | banner, combo | digitalcaramel.com |
| Monetizer | Available formats | Monetizer site |
|---|---|---|
| Criteo | banner, combo | www.criteo.com |
| Soloway | banner, InPage, In-Stream, combo | www.soloway.ru |
| HPMD (Happy Monday) | banner, InPage, In-Stream | www.hpmd.ru |
| Buzzoola | banner, InPage, combo | www.buzzoola.com |
| MyTarget | banner, combo | target.my.com |
| Between Digital | banner, InPage, In-Stream, combo | betweendigital.com |
| All in One Media | banner | aio.media |
| GetIntent | banner | getintent.com |
| Tinkoff | banner | tinkoff.ru |
| Videonow | banner, InPage, combo | videonow.ru |
| Relap | banner | relap.io |
| Pladform | banner | distribution.pladform.ru |
| AlfaDart | banner | alfadart.com |
| Fotostrana | banner | fotostrana.ru |
| Hybrid | banner, combo | hybrid.ai |
| Mgid | banner | mgid.com |
| DGT SSP | banner | www.digitas.com |
| ADSPEND | banner, InPage | adspend.ru |
| MediaToday | banner, InPage | mediatoday.ru |
| Redllama | banner, InPage | redllama.ru |
| Qvant DSP | banner, InPage | qvant.ru |
| Adtelligent | banner, InPage | adtelligent.com |
| OTM | banner, InPage, In-Stream | otm-r.com |
| Segmento | banner, InPage, In-Stream, combo | segmento.ru |
| Bidvol | banner, In-Stream, combo | bidvol.com |
| Sape | banner, In-Stream, combo | rtb.sape.ru |
| Astralab | banner, combo | astralab.ai |
| AdMixer | banner, combo | admixer.com |
| Gnezdo | banner | gnezdo.online |
| MTS | banner, In-Stream, combo | marketolog.mts.ru |
| Media Instinct Group | banner, combo | mediainstinctgroup.ru |
| Kadam | banner | kadam.net |
| MediaSniper | banner, combo | mediasniper.ru |
| Adwile | banner | partner.adwile.com |
| Solta | banner, InPage, In-Stream, combo | solta.io |
| СlicksCloud | banner | clickscloud.net |
| NetBanners | banner | netbanners.org |
| Digital Alliance (via Adfox HB) | banner, In-Stream, combo | alliance.digital |
| Adtech Digital (via Adfox HB) | banner, InPage, In-Stream, combo | adtech-digital.ru |
| AdSmart, Interpool (via Adfox HB) | banner, combo | inpool.ru |
| WiseUP (via Adfox HB) | banner, combo | wiseupmedia.ru |
| Digital Sail (via Adfox HB) | banner, combo | dsail.by |
| Bestseller (via Adfox HB) | banner, combo | bseller.ru |
| Roden Media (via Adfox HB) | banner, In-Stream, combo | roden-media.ru |
| Digital Caramel (via Adfox HB) | banner, combo | digitalcaramel.com |
Adfox HB monetizer
Using Header Bidding technology, an Adfox client who is a site owner can connect to another Adfox client: an impression buyer. To do this, the client who is the buyer 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.
