A marketer with a comprehensive application needs correct data, an appropriate approach, and effective advertising methods for its success. Advertising helps marketers to gain traffic, which is usually challenging for the newbies in this field. 

At the same time, it also benefits the publishers. They gain revenue from selling their inventory and buying advertisements. A study has shown that an application gains about 40.34% of its revenue through ads. 

Earlier Google Ad Manager used to dominate the ad server, and it maintained its position for a long time. Later on, the independent Adtech vendors also entered the field. However, to level up the field for themselves, they developed a technique popularly known as Header Bidding. 

Many companies currently provide header bidding solutions to marketers and publishers by setting up hosted solutions. Most of them work with the Prebid wrapper for carrying out the assignment correctly. 

What is Header Bidding? 

Gone are the days when Google Waterfall used to dominate the world of advanced programmatic advertising techniques. Now, the Header Bidding occupies its position. It is easy to use and allows the publishers to offer ad space to numerous SSPs and Ad Exchanges at once. 

Usually, when a publisher wants to sell his advertising space, he first reaches out to the ad server. In this process, the unfilled inventory is first offered to the top-ranked ad exchange. 

However, the ranking is generally done based on size. Thus, the publisher may get the biggest ones, but they may not pay the highest price. As a result, the publisher does not earn enough revenue because of the meddling of Google. 

Here comes the Header Bidding. While Google Waterfall assigns inventory based on sequential strategy, Header Bidding believes in simultaneous action. 

Header Bidding uses JavaScript for reaching out to all available SSPs or ad exchanges. They offer bids to the publisher. The bidding requests pass through various filters set up by publishers. Finally, the highest bid is chosen from the filtered ones. 

The process usually takes a fraction of a second, completes before the server’s direct-sold inventory interferes. The winning bid can also compete with the pricing from direct sales if the publisher demands. 

Header Bidding has enabled the publisher to grow its revenues by 20-50%. Telegraph has recently observed a 70% CPM uplift after nine months of implementing a header solution. 

However, managing a header bidding solution can also be hectic. Inserting and deleting the demand partner’s snippet code and making constant header code changes could be inconvenient for the publisher. Therefore, Header Bidding Wrappers were developed to handle the issue. 

A Header Bidding Wrapper manages all the demand partners with whom a publisher works. The wrapper organizes buyers and sets rules for the programmatic auction automatically by easing down the process. Thus, the complexity associated with each added demand partner is reduced. 

Prebid Wrapper is an open-source Header Bidding Wrapper created by AppNexus. Using the prebid adapter, third-party demand partners bid on the publisher’s inventory and earn space. This wrapper is flexible and is supported on multiple devices. 

How does PostIndustria help Publishers and Marketers? 

Leaving Google’s problematic and inefficient direct-sold inventory technique and using Header Bidding can be the right choice for any publisher and marketer. However, using any Header Bidding solution is not a wise decision. 

A marketer needs to identify the difference and understand whether to use a client-side bidding solution, server-side bidding solution, or custom header bidding platform for their comprehensive applications. He must also be aware of the processes, strategies, and market value of the biddings. 

An experienced business person may be well aware of these points. Still, it is challenging to plan, design, and build the right Header Solution for the application as a beginner. Moreover, many publishers do not implement Header Bidding Solution because of a lack of knowledge and resources. Many do not use the Header Bidding solution, fearing it would slow down their page loading time.  

Among the publishers who are using the Header Bidding Solutions, some employ a type of Header Bidding that does not suit their needs. So, if a publisher does not have many ideas about which kind of Header Bidding solution he should use, Postindustria can come to the rescue. 

Postindustria provides service and strategies to the publisher and guides them to make a perfect choice. Choosing the relevant Header Bidding improves the revenue take and limit internal costs. 

It works with the publishers and improves the creative loading by catching the winning creative and rendering it. As a result, creative rendering time is reduced by 30%. The publisher gains the best possible bids using Header Bidding Auction and the assistance of Postindustria AdTech. 


The AdTech team of Postindustria is always at the beck and call of its customers. Any doubts or queries are resolved within minutes. A few publishers who utilized Postindustria assistance for this matter could increase their revenue by 25%. 

This data is enough to prove that the services and guidance of Postindustria yield good results.