What % of publishers do header bidding?

This month, 751 HBIX sites used header bidding, down 1 site from May.

Header bidding adoption over time
Integration Type May June Change
Any header bidding 75.2% 75.1% -0.13%
Client-side wrapper only 37.8% 38.0% +0.53%
Hybrid 24.5% 25.3% +3.27%
Server-side wrapper only 6.8% 6.5% -4.41%

Hybrid approach refers to integrations using both client-side and server-side header bidding wrappers.

Adapters

What bidders are publishers using?

This looks at the top 10 exchanges that publishers are using (via client-side adapters).

What bidders are publishers using (Top 100 sites)?

This looks at just the Top 100 most-trafficked sites in the HBIX. These high-volume sites see a slightly different breakdown than the wider data set.

Wrappers

Client-side wrapper usage

"Client-side wrapper" refers to a wrapper that contains codes for 2 or more adapters.

Server-side wrapper usage

"Server-side wrapper" refers to integrations where one endpoint pings multiple exchanges on the back-end.

More stats

Movement of bidders
Exchange May June Change
Kargo 4.3% 5.7% +32.6%
Sovrn 23.0% 24.4% +6.09%
Facebook 9.3% 8.6% -6.52%
Yieldbot 6.3% 5.7% -9.52%
DistrictM 12.0% 10.5% -12.5%
Additional industry stats
22%
Header bidding adoption
across Top 3K US Sites
5.90
Average # of adapters
per header bidding site
What codebase do client-side wrappers use?

A majority of all client-side wrappers are built on Prebid.

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  • Header bidding adoption by type of site and traffic rank