Header bidding (HB) came to help offering to pubs greater yield, allowing everybody bids at the same time. That can quickly earn pubs more revenue while providing all advertisers better transparency on the pub’s inventory and an equal shot at higher quality placements, regardless of whether they use Google DV360 or not.
It allows to:
– Manage all the partners that the pubs want to add.
– Enforce timeout settings (how long the browser waits to respond before the auction closes out).
In short, wrappers streamline the implementation of HB.
Basis their function, HB wrappers can be client-side or a hybrid. And depending on who built it, they can be open-source, paid, self-serve, and managed.
Other sources: watch in the LinkedIn comments.