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Header bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple demand partners (advertisers) simultaneously before making ad requests to their ad server, such as Google's DoubleClick for Publishers (DFP). This process increases competition for ad space, leading to higher revenue for publishers and more efficient ad placements for advertisers. Here's a step-by-step explanation of how header bidding works: Setup: The publisher installs a header bidding wrapper, which is a piece of JavaScript code, on their website or app. This wrapper is responsible for managing the header bidding process and communicates with different demand partners or ad exchanges. Ad inventory: The publisher defines the ad inventory (ad units and ad placements) they want to offer for header bidding. Bid request: When a user visits the publisher's website or app, the header bidding wrapper sends bid requests to multiple demand partners, along with information about the ad inventory and user (such as device type, location, and browsing behavior). Bid response: Demand partners review the bid requests and decide if they want to bid on the ad inventory. If they do, they return a bid response, which includes the bid price and the creative (the actual ad content). Auction: The header bidding wrapper collects all bid responses and conducts an auction to determine the highest bidder for each ad unit. Ad server request: After the auction, the header bidding wrapper sends the winning bids to the publisher's ad server. The ad server compares the winning bids from the header bidding process with other demand sources, like direct deals and ad networks, to determine the final winning bid for each ad unit. Ad rendering: The ad server returns the creative for the final winning bid to the publisher's website or app. The ad is then displayed to the user. By allowing multiple demand partners to compete for ad inventory, header bidding helps publishers maximize their ad revenue and ensures advertisers have access to premium ad placements, often resulting in more relevant and engaging ads for users.

Prebid is an open-source set of solutions designed to streamline and optimize the process of header bidding in digital advertising. Header bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple ad exchanges simultaneously before making a call to their ad server. This competition among ad exchanges typically results in higher CPMs (cost per thousand impressions) and increased ad revenue for publishers. Prebid offers a suite of tools, including a JavaScript library for implementing client-side header bidding, server-side header bidding solutions, and additional tools for analytics and reporting. Prebid.js is the most widely used component of Prebid, as it allows publishers to easily integrate multiple demand partners (e.g., ad exchanges and networks) into their websites or apps. The main benefits of using Prebid include: Increased ad revenue: By fostering competition among multiple demand sources, Prebid helps publishers maximize their ad revenue. Improved transparency: Prebid provides publishers with greater insight into how their ad inventory is being valued and sold across different demand partners. Enhanced control: Publishers can customize and optimize their header bidding setup according to their specific needs. Faster page load times: Prebid is designed to minimize the impact of header bidding on page load times, ensuring a better user experience. Strong community support: As an open-source project, Prebid benefits from a large community of developers, users, and contributors who work together to improve and maintain the platform.

There are two primary types of auctions in Real Time Bidding (RTB) and programmatic advertising. First-price auctions and Second-price auctions. First-price auctions and second-price auctions are two distinct types of auctions that differ in how the final price paid by the highest bidder is determined. Here's a brief overview of each: First-price auction: In a first-price auction, bidders submit sealed bids, and the highest bidder wins the auction. The winner then pays the exact amount of their bid. Since bidders are unaware of what others are bidding, they must strategize and balance their desire to win the auction against the risk of overpaying for the item. This might lead to bidders submitting lower bids than their true valuation to avoid overpaying, a strategy known as bid shading. Second-price auction: In a second-price auction, also known as a Vickrey auction, bidders also submit sealed bids, and the highest bidder wins the auction. However, the winner pays the amount of the second-highest bid rather than their own bid. This auction format encourages bidders to submit bids that reflect their true valuation of the item, as they only pay the price of the next highest bid if they win. This mechanism is designed to reduce the winner's curse, which occurs when the winner overpays for an item in a first-price auction. In summary, the main difference between first-price and second-price auctions is the way the final price is determined. In a first-price auction, the winner pays their own bid, while in a second-price auction, the winner pays the second-highest bid. This difference in pricing mechanisms affects bidders' strategies and the overall efficiency of the auctions.

Precision meets scale with programmatic advertising Move past the ordinary and unlock the full potential of digital media with our proven solutions. For more than 15 years we have developed and improved methods, technology and strategies for successful digital advertising. ​ We've had the opportunity to take part in delivering projects including US and European digital election advertising campaigns and we've worked for some of the most incredible and fastest growing brands. ​ We believe in constant improvement fuelled by data and advances in technology. Applying the full capabilities of science and technology on marketing to make it perform at its fullest potential. ​ ​ Contact us today to learn more > A history of successful customer partnerships Clients SOME OF OUR CUSTOMERS Delivering next generation advertising by pushing boundaries of technology and data. TECHNOLOGY We offer a set of unique and well-proven technology solutions including our Demand Side Platform (DSP) for programmatic media buying and our Emerse Labs Machine Learning Platform for A/B-testing and analytics. Available for both our full-service and self-service customers. Learn more SERVICES Beyond platform access, we offer a fully managed service including operations, analytics and delivery of any scale of digital advertising project. Results are driven by ideas, execution, experiments, follow-up and analytics. We help our customers achieve success by managing this process for them. Learn more ABOUT For over a decade we've built technology platforms and delivered services for customers ranging from US and European election campaigns to fast growing global brands. Find out more about our history and team here. ​ ​ More Info Contact us today to get started > Request direct DSP platform access >

Privacy Policy This policy covers Emerse use of personal information that is collected when you provide Emerse with personal information including but not limited to when you use the Website or when you are exposed to advertisements served using our platform or technology. ​ Emerse holds an EDAA Licence Agreement for use of the OBA Icon and adheres to the IAB Europe OBA Framework. Emerse are members of the IAB and also registered under the IAB Transparency and Consent Framework. ​ ​ ​ ​ ​ ​ ​ ​ ​ You can opt-out from data-driven advertising that uses Emerse technology at the Your Online Choices platform. To be removed from any audience database used to serve ads with the Emerse platform, please visit the following link and select “Your ad choices” : http://youronlinechoices.com/ . ​ If you are looking for an ad blocker, AdGuard (which has 30 million users) is available here: https://www.adguard.com ​ ​ 1. Data Protection Officer For any questions you may have with regards to the Emerse Privacy Policy or any questions you have about personal information stored by Emerse you may contact the Emerse Data Protection Officer (DPO) by using this email: dataprotectionofficer@emerse.com . You may also contact the DPO by post to: Data Protection Officer, Emerse Sverige AB, Hyllie Boulevard 32, 215 32 Malmö Sweden. ​ 2. Data Controller For the purposes of the Personal Data Act (Sweden 1998:204), the data controller is Emerse Sverige AB, registration number 556805-2582 with registered address at Emerse Sverige AB, Hyllie Boulevard 32, 215 32 Malmö, Sweden. The Personal Data Act is based on Directive 95/46/EC which aims to prevent the violation of personal integrity in the processing of personal data. ​ 3. Storage of Your Personal Information Emerse never stores personal information such as name, adress, telephone number or email as part of our advertising technology platform or as part of the serving of advertisements we do for advertising and advertising agency clients. Any data used in or stored by our technology platform is always anonymous and does not contain personal information. Cookie data or IP address is for example never connected to your name, address or email. Further, IP addresses are shortened before they are stored to remove any detailed identification. We require our technology partners and clients to make sure any data used in connection with our technology platform is also anonymous. The only situation we store personal information such as your name is when you contact our team through a “Contact us” form on one of our websites or sign up to a communication service with us such as a newsletter. When you supply any personal information to Emerse, we have legal obligations towards you in the way we use this data. We must collect the information fairly, that is, we must explain how we will use it, and tell you if we want to pass the information on to anyone else. When using your personal information, Emerse will act in accordance with current legislation and is committed to protecting and respecting your privacy. We will ensure that all personal information supplied is held securely, in accordance with the Personal Data Act. ​ Any personal information collected if you submit a contact form on our website is never stored for more than 12 months and you can always request for it to be removed at any time by contacting the Emerse Data Protection Officer. ​ 4. Use of Your Personal Information While we only store personal information for the purpose of responding to your requests when filling out a Contact us form on our website, any anonymous information we hold for the purpose of operating our technology platform and serve advertisements on behalf of our clients or partners will only be used within Emerse and by our clients or partners for the purposes of providing our service s. ​ We will use information held in our technology platform in the following ways: to serve more relevant advertisements from our clients; to ensure that content is presented in the most effective manner for you and for your computer; to carry out our obligations arising from any contracts entered into between you and us; to allow you to participate in interactive features of our service when you choose to do so; to notify you about changes; and to pass on your personal details to select partners and clients we work closely with. 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In addition to cookies, there are also other anonymous identifier technologies used in some situations, for example mobile identifiers used by mobile applications that don’t support cookies. This anonymous data help us to deliver a better and more personalised service for our clients. Cookies enable us to: better match advertisements with the right audience serve ads that are targeted to a certain audience deliver advertisements to existing customers or visitors of our clients’ websites to estimate an audience size; to customise the advertisements according to the interests of different audiences; to remarket advertisements based on your previous visit to a website; We use the following domains to place cookies: Emerse.com In addition to cookies and identifiers from the domains listed above, we also use anonymous data when provided by other technology vendors. 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Please address requests to Data Protection Officer, Emerse Sverige AB, Hyllie Boulevard 32, 215 32 Malmö, Sweden. ​

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