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Its waterfall mechanism defines what buyers bid on impression first (adnetworks, direct advertisers, etc). Prebid was introduced in 2015, but to this day it is the most popular header-budding “container” or “wrapper” used by ad tech players around the world.
The term header bidding has been around for a few years now with Google Trends shows that the term sprung onto the scene in the summer of 2015, but only recently publishers have been using the technology as a serious piece of their ad management tech stack. It is also a form of dynamic allocation for third-party adnetworks.
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