Managed Header Bidding

We offer publishers a fast, reliable and high-performing Header Bidding stack which will maximize your ad revenue. We partner with the world’s leading SSPs and exchanges so that we can introduce premium demand for your inventory and earn you more for each impression.

AdRegate’s Managed Header Bidding solution gives publishers an easy and reliable way to benefit from the revenue performance of Header Bidding, without the technical challenges. We’ll build and integrate a high-performance Header Bidding solution for your site and plug it into the world’s top Exchanges and SSPs, then look after all the day to day management for you. Working with either your Ad Exchange account or ours, you get incremental revenue gains and the confidence that your set-up is being looked after by the experts at Adregate.

Header bidding allows publishers to increase their ad revenue by creating bid pressure for the ad inventory. Publishers also get better access to ad transactions data, as opposed to many other black box programmatic implementations. Of course, this is all good news. But header bidding is also known to increase page load times and ad latency if not optimally configured.

A header bidding wrapper is a Javascript tag that resides on the publisher’s webpage and makes asynchronous calls to demand partners. A wrapper is essentially used to organize multiple demand partners and set the rules for running the auction.

Using a wrapper ensures that all demand partners have their bid request triggered at the same time. In addition, the wrapper enforces timeout settings, i.e., how long the browser will wait for bidders to respond. In short, wrappers streamline the implementation of header bidding.

As we’ve explained, wrappers exist to make header bidding implementation easier for publishers. With a wrapper, instead of adding and managing the code for each demand partner individually, a publisher can just add or drop demand partners from the wrapper as needed.

Wrappers can also contain ad tag codes for services such as tracking, analytics, and viewability that are to be run on publisher pages. Though their primary function is generating bid requests, collecting bids, and communicating them to the ad server.



Advantages of Header Bidding Wrappers

As vital as header bidding is for revenue optimization, setting it up can be a complicated undertaking, and yes—if not done well, it can increase latency. Header bidding wrappers were created to take care of at least a few of these challenges.

  • Optimal timeouts: Some header bidding demand partners allow you to set timeouts, while others don’t. But if you place every partner’s code into a wrapper, you can set a central timeout that will cut off bids from any partner that too slow to respond. It’s also easier to manage timeouts from one place, with a wrapper, than setting it manually with each demand partner.

  • Asynchronous code: Since wrappers support asynchronous code, all the bid requests are sent to demand partners simultaneously as soon as the webpage is requested by the user. In case of synchronous code, a tag would be fired only after the previous one has finished executing. While the auction is still limited by the slowest partner, there is queueing associated delay.

  • Demand management: Having a wrapper makes it easier to add or remove demand partners. Have a demand partner who consistently slows down the auction? Just drop them from the wrapper. It simplifies work for your ad operations team by giving them a central container to work with instead of having to manage a patchwork of code from multiple demand sources.


Header bidding wrappers make set-up and management of the entire header bidding process much more efficient. Wrappers are like tag management systems that allow publishers to organize any number of demand partners and to set the rules for running the auction (most importantly, a centralized timeout). The wrapper triggers asynchronous ad calls to each demand partner so the rest of the page can load without issue, and wrappers make the problem of line-item creation simpler by translating specific values from each partner into a common parameter for the ad server.

The mechanics of header bidding wrappers

1. A user opens a webpage, which includes the wrapper’s code.
2. The wrapper sends bid requests to demand partners simultaneously
3. Demand partners respond by giving their bids (after running their own auction)
4. The wrapper sends the bids to the ad server
5. The ad server chooses the highest bid and displays the ad to the user


Header bidding is an essential programmatic technique for generating the most revenue from your inventory. However, to fully realize the additional revenue, you must work with and test out multiple demand partners—and implementing a wrapper is the most efficient (and only) way to do so. Consider what you need from an operational and technical perspective and what resources you have available, then rely on this guide to help direct you where to look for the best solution.