Header bidding adoption among publishers

During a late 2019 analysis of 50 content-focused Alexa sites using display advertising it was found that 76 percent of sites in the sample were already using header bidding as part of their ad technology stack. Header bidding a.k.a. pre-bidding or advanced bidding is a programmatic ad inventory selling technique which allows publishers to offer inventory simultaneously to multiple partners before addressing their ad servers.

Share of publisher sites using header bidding in their advertising technology stack worldwide in 4th quarter 2019

Characteristic	Share of publishers
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Release date

February 2020

More information

Region

Worldwide

Survey time period

Q4 2019

Supplementary notes

The source provides the following information on their methodology:
"We reviewed the top 500 Alexa sites and shortlisted 50 content-focused sites ("sample") that use display advertising to generate revenue.
We also filtered out non-English sites to maintain consistency in sample.
The resulting top 50 global publisher sites were analyzed to create this report.
We conducted multiple automated and manual checks to uncover insights about their technology stack and monetization strategies.

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