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Header bidding

Every demand source,
bidding at the same time.

The classic waterfall is dead — Adbris ships a Prebid.js stack with 20+ pre-integrated demand partners, all competing in a single auction per impression.

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What it is

Four concepts you need to know.

Multi-partner auction

20+ SSPs and ad networks pre-integrated. Every impression triggers an auction across all of them simultaneously.

Sub-100ms server-side

Server-side wrapper option means the auction happens on the edge — not in the user's browser. Sub-100ms total.

Floor protection

Per-format floor prices that block low-quality demand. We set sensible defaults; you can override per source.

Yield optimisation

Each source's auction history feeds back into floor tuning. The system gets better at your inventory over time.

The yield uplift

What publishers see when they switch.

+34%

Avg CPM lift

vs Google-only waterfall

20+

Demand partners

Pre-integrated, ready

<100ms

Auction time

Server-side mode

0

Lines of code you write

We deploy the wrapper

The auction flow

What happens in 80 milliseconds.

From the moment a user lands on your page to an ad being chosen — broken down.

  1. 1

    Page loads, Adbris wrapper boots

    Our wrapper script (or server-side endpoint) initialises. Reads your slot config from Adbris control plane — no per-slot JS to maintain.

  2. 2

    Auction request fanned out

    Single request from your page (or our edge) is fanned out to all 20+ demand partners in parallel. Each returns a bid within their per-partner timeout (typically 500ms client / 100ms server).

  3. 3

    Highest bid wins, GAM serves

    Wrapper picks the highest bid, passes it to Google Ad Manager as the targeted price. GAM still has a final say — direct deals and reserved campaigns can pre-empt if they beat the bid.

  4. 4

    Creative renders, impression logged

    Winning ad renders in your slot. The impression is logged in the winning partner's system and routed to your Adbris dashboard within 2h via our reporting pipeline.

Engineering details

Built on Prebid.js, hardened for production.

Header bidding has been around 8+ years. The hard parts aren't the auction itself — it's the operational overhead: partner negotiations, wrapper updates, ad-quality monitoring, latency tuning. Adbris handles all of that as a managed service.

  • Prebid.js wrapper, hot-updated remotely (no redeploy needed)
  • Server-side option (PBS or Magnite SpotX) for sub-100ms
  • 20+ pre-integrated partners: AppNexus, Rubicon, Index, OpenX, PubMatic, Sovrn, EMX, Triplelift, Sharethrough, more
  • Identity solutions: ID5, LiveRamp, UID 2.0 — pre-wired
  • Adaptive timeouts per partner based on rolling latency history

What gets injected on your page

html
<!-- 1 line — wrapper handles everything below it -->
<script async src="https://cdn.adbris.com/wrap.js"
        data-key="adb_pub_abc123"></script>

<!-- Slot div — Adbris auto-detects + binds the auction -->
<div data-adbris-slot="leaderboard"
     data-sizes="728x90,970x90"></div>

<!-- That's it. Adbris does the rest:
       - reads your slot config from control plane
       - fans out auction to 20+ partners
       - server-side or client-side based on consent state
       - falls back to GAM AdSense if no bids -->
Header bidding FAQ

Common header bidding questions.

Stop leaving CPM on the table.

The publishers who switched to managed header bidding usually see a 25-40% yield lift inside 30 days.

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