What % of publishers do header bidding?

In March, 734 HBIX sites used header bidding.

Header bidding adoption over time
Integration Type Feb March Change
Any header bidding 73.1% 73.4% +0.41%
Client-side wrapper only 39.0% 39.1% +0.26%
Hybrid 21.1% 22.5% +6.22%
Server-side wrapper only 6.0% 5.8% -5.00%

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


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.


Client-side wrapper usage

"Client-side wrapper" refers to a wrapper that contains codes for 2 or more adapters. Index Exchange is the leading 3rd party solution, while in-house Prebid-based wrappers account for a similar number.

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 Feb March Change
Conversant 8.9% 9.3% +4.3%
Rubicon 35.2% 35.8% +1.7%
AppNexus 47.9% 48.4% +1.0%
TripleLift 7.1% 6.8% -4.4%
Criteo 33.2% 31.2% -6.4%
PulsePoint 11.8% 10.4% -13.5%
Additional industry stats
Header bidding adoption
across Top 3K US Sites
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

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