What % of publishers do header bidding?

In December, 720 HBIX sites used header bidding.

Header bidding adoption over time
Integration Type Nov Dec Change
Any header bidding 71.6% 72.0% +0.6%
Hybrid 17.7% 18.1% +2.3%
Client-side wrapper only 40.4% 41.6% +2.8%
Server-side wrapper only 5.7% 6.1% +7.0%

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). AppNexus holds the #1 spot and can be found on 487 of the 1,000 HBIX sites. The 10th bidder - PulsePoint - appears on 151 sites.

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, appearing in 193 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.

More stats

Movement of bidders
Exchange Nov Dec Change
TrustX 3.8% 4.8% +26.3%
RhythmOne 6.7% 7.9% +17.9%
Amazon 36.4% 39.4% +8.2%
TripleLift 6.4% 5.9% -7.8%
PulsePoint 17.4% 15.1% -13.2%
Yieldbot 8.1% 6.6% -18.5%
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. Only 9 sites used the alternative open-source code, Pubfood.

Get the free full report!
  • Access to all past and future reports
  • Full adapter/bidder breakdown
  • Full wrapper breakdown
  • Avg # of adapters by wrapper
  • Raw data to build your own reports
  • Header bidding adoption by type of site and traffic rank

Want the raw HBIX data?

Reach out to learn more about HBIX Pro and getting wrapper/bidder breakdown at the site-level for all 1,000 publishers