What % of publishers do header bidding?
In October, header bidding usage increased from 70% to 71%, with twelve more sites adopting it.
Header bidding adoption over time
|Any header bidding||70%||71%||+1.7%|
|Client-side wrapper only||42.6%||43.2%||+1.4%|
|Server-side wrapper only||5.8%||6.2%||+6.9%|
What bidders are publishers using?
This looks at the top 10 exchanges that publishers are using (via client-side adapters). AppNexus holds the #1 spot and can be found on 464 of the 1,000 HBIX sites. The 10th bidder - PulsePoint - still appears on 170 sites.
What client-side wrappers are publishers using?
"Client-side wrapper" refers to a wrapper that contains codes for 2 or more adapters. Index Exchange is the leading 3rd party solution, appearing in 178 sites in the HBIX, while in-house Prebid-based wrappers account for a similar percentage.
Server-side wrapper usage
"Server-side wrapper" refers to integrations where one endpoint pings multiple exchanges on the back-end. Amazon's Transparent Ad Marketplace is the clear leader. Many publishers employ a hybrid solution of both client and server-side wrappers.
Movement of bidders
Additional industry stats
What codebase do client-side wrappers use?
A majority of all client-side wrappers are built on Prebid. Only 10 sites used the alernative open-source code, Pubfood.
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