What % of publishers do header bidding?
In December, 720 HBIX sites used header bidding.
Header bidding adoption over time
|Any header bidding||71.6%||72.0%||+0.6%|
|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.
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 9 sites used the alternative open-source code, Pubfood.
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