Header BIDDING & EXCHANGE Bidding Solutions


Dramatically increase your ad revenue with more competition for your impressions

Find your site's potential
Fuse programmatic platform

If you could sell your inventory for more, you would, right?

Our Publishers see an average revenue lift of 55%

At Publift, our goal is to maximise your revenue and that’s why our Fuse platform combines the advantages of both Header Bidding and Exchange Bidding to dramatically increase yield.

Publishers using header bidding through our Fuse platform see an average net revenue increase of 55% within just 6 months of switching.

header bidding open auction increases competition and ad revenue

What is Header Bidding?

Header bidding (or sometimes referred to as pre-bid) is real-time competition between multiple advertisers from multiple partners.

Our extensive partner network includes all the big ad partners and exchanges so you capture bids from as many advertisers as possible, regardless of their buying platform. Header bidding gives each partner a fair chance to bid in real time, thus increasing competition and driving up the winning bid.

Header bidding lets you benefit from increased competition for your ad inventory and a faster auction which improves relevancy and boosts your revenue.

For a more in-depth look at header bidding take a look at our article, What is Header Bidding and why should you care?

 What is Exchange Bidding or Open Bidding?

Header bidding evolved to add more competition to Google’s Ad Exchange which was able to preview auctions and win impressions by bidding 1 cent more than the winning price. Header bidding removed some of this control as all demand partners can bid on an impression simultaneously.

Exchange or open bidding as it is now known is Google’s own answer to header bidding.

Like header-bidding, exchange bidding opens up the bidding process to other network partners (yield groups) to increase competition for each impression. 

However, unlike header bidding, exchange bidding relies on server-to-server connections which are faster than the page tags header bidding relies on. This can reduce page latency and help with ad viewability and yield. On the downside, there can be a lower match-rate, fewer partners (and there is also an additional rev share from Google). 

See how implementing exchange bidding has helped us increase CPM for our clients by 40% in this Google case study.

header bidding open auction increases competition and ad revenue

Header Bidding + Exchange Bidding =

The winning combination

Both Header Bidding and Exchange Bidding offer a lot of advantages, but using both options typically provides even better outcomes.

Introducing header bidding to a site means an entire auction occurs before the ad server is involved. The additional competition for impressions from header bidding opens up the bidding to more advertisers in real-time, while exchange bidding opens up demand even further, ensuring the best yield for each impression.

And using our Fuse platform, you can set your own tolerances for latency to get the right balance between user experience, viewability and yield.

header bidding open auction increases competition and ad revenue

our all-in-one solution

Frequently Asked Questions about Header Bidding

What are the benefits of using prebid?

Header bidding has been a huge breakthrough in the adtech space. (We’ve come a long way since the waterfall auction). It’s opened up the ad buying process, offering publishers more control, more transparency and higher revenue from their inventory.

Advertisers also benefit from header bidding as they have more access and visibility of a publisher’s entire inventory, allowing them to bid on premium inventory that was previously only available through direct sales.

How do I set up header bidding?

A simple question, with a not-so-simple answer. In very broad terms, if you want to access the benefits of header bidding, you’ll need to work out the approach you want to take. Pre-bid or a wrapper? (i.e. build yourself, use an unaffiliated partner or use an ssp wrapper). If you choose to build for yourself, you’ll also need to set up contracts with network partners to introduce competition to the bidding process. The next phase is setting up a tag on the page and a connection between your ad server, the tag and your partners. You can then go live and optimise for best results. Alternatively, you could work with us, and we’ll take care of all of that for you.

Why is bidder heading better than the waterfall approach?

The main issue with the waterfall or daisy-chain system is the price your impression sells for doesn’t necessarily reflect its real value. That’s because whenever an impression is up for grabs, advertisers that have spent the most in the past get first dibs. If no one in this group goes for it, it is passed back to the second tier and so on until someone bids for it.
Have a question?


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