Header Bidding

Header Bidding is programmatic technology you can use to survey multiple demand-side platforms when a user loads a site page and select the offer with the highest bid.

How it works

1. When the user loads a site page, a special header-bidding.js code simultaneously sends requests to all connected monetizers, which then bid for impressions under the same terms and conditions.

2. All monetizer bids are received by the Adfox server with the ad request and are compared with the CPM of other Dynamic monetization campaigns (if there are any in the site owner's account). The campaign with the maximum bid is selected.

3. The campaign with the maximum bid is compared with the Yandex Advertising Network to choose the winner:

   • If the Yandex Advertising Network bid is higher, it wins and can serve its ads.
   • If the Yandex Advertising Network can't offer a higher bid or refuses to bid, the campaign with the highest bid wins and can serve its banner.

Header Bidding advantages

• A convenient way to connect external monetizers. The full list of available monetizers is below.
• The ability to connect monetizers integrated with the Prebid.js library in a single script and monetize international traffic.
• The ability to connect to other Adfox partners that are impression monetizers without code forwarding between accounts or adding placeholders or passback tags.
• Reduced traffic losses and ad rendering time (compared to the traditional waterfall).

Available monetizers

Monetizers that can be connected to Adfox ad units using Header Bidding.

Yandex Header Bidding monetizers

Monetizer	Available formats	Monetizer site
AdMixer	banner, combo	admixer.com
Adspector	banner, InPage, InStream, combo	adspector.ru
ADSPEND	banner, InPage	adspend.ru
Adtelligent	banner, InPage	adtelligent.com
Adwile	banner	partner.adwile.com
AlfaDart	banner	alfadart.com
All in One Media	banner	aio.media
Astralab	banner, combo	astralab.ai
A-traffic	banner, InPage, InStream, combo	a-traffic.net
Between Digital	banner, InPage, InStream, combo	betweendigital.com
Bidvol	banner, InStream, combo	bidvol.com
Buzzoola	banner, InPage, combo	www.buzzoola.com
Criteo	banner, combo	www.criteo.com
DGT SSP	banner	www.digitas.com
Dynotech	banner	dynotech.io
Fotostrana	banner	fotostrana.ru
GetIntent	banner	getintent.com
Gnezdo	banner, InStream	gnezdo.online
Hybrid	banner, combo	hybrid.ai
Kadam	banner	kadam.net
Media Instinct Group	banner, combo	mediainstinctgroup.ru
MediaSniper	banner, InPage, InStream, combo	mediasniper.ru
Mediatoday	banner, InPage	mediatoday.ru
MTS	banner, InStream, combo	marketolog.mts.ru
MyTarget	banner, combo	target.my.com
Native Rent	banner	nativerent.ru
NEMEDIA	InPage, InStream	nemedia.ru
OHMYBID	banner, InPage, InStream, combo	ohmy.bid
Otclick HB	banner, InPage, InStream, combo	otclick-adv.ru
OTM	banner, InPage, InStream	otm-r.com
Qvant DSP	banner, InPage	qvant.ru
Redllama	banner, InPage	redllama.ru
Relap	banner	relap.io
Roxot	banner, InPage, InStream, combo	roxot.com
Sape	banner, InStream, combo	rtb.sape.ru
Segmento	banner, InPage, InStream, combo	segmento.ru
SMI2	InPage, InStream, combo	smi2.net
Soloway	banner, InPage, InStream, combo	www.soloway.ru
Solta	banner, InPage, InStream, combo	solta.io
UMG	banner, InStream, combo	umg.team
Upravel	banner, InPage, InStream	upravel.com
Videonow	banner, InPage, combo	videonow.ru

Monetizers integrated with Prebid.js

Monetizer	Available formats	Monetizer site
AdformOpenRTB	banner	adf_prebid.org
AdKernel	banner	adkernel_prebid.org
AdRiver	banner	adriver_prebid.org
AlgoriX	banner	algorix_prebid.org
AppNexus	banner	appnexus_prebid.org
Between Digital	banner	between_prebid.org
CPMStar	banner	cpmstar_prebid.org
Getintent	banner	getintent_prebid.org
Criteo	banner	criteo_prebid.org
fluct	banner	fluct_prebid.org
Hybrid	banner	hybrid_prebid.org
Index Exchange	banner	ix_prebid.org
myTarget	banner	mytarget_prebid.org
OneTag	banner	onetag_prebid.org
OpenX	banner	openx_prebid.org
OperaAds	banner	operaads_prebid.org
Programmatica	banner	programmatica_prebid.org
PubMatic	banner	pubmatic_prebid.org
Rich Audience	banner	richaudience_prebid.org
RTBHouse	banner	rtbhouse_prebid.org
Rubicon Project	banner	rubicon_prebid.org
Sape	banner	rtbsape_prebid.org
Silverpush	banner	silverpush_prebid.org
Smaato	banner	smaato_prebid.org
Smart AdServer (Equativ)	banner	smartadserver_prebid.org
Smile Wanted	banner	smilewanted_prebid.org
Sovrn	banner	sovrn_prebid.org
Teads	banner	teads_prebid.org
VOX	banner	vox_prebid.org

If you want to use a Prebid monetizer that is not yet in the Adfox interface, submit an application to the support service.

Submit application

Adfox HB monetizers

Using Header Bidding technology, one Adfox client (site owner) can connect to another (impression monetizer). The client who is the monetizer must become an Adfox HB monetizer. This scheme eliminates code forwarding between accounts as well as adding placeholders and passback tags.

To become an Adfox HB monetizer, contact support. Learn more about the process for connecting and setting up an account in the Connecting via Adfox HB section.

Monetizer	Available formats	Monetizer site
AdSmart, Interpool	banner, combo	inpool.ru
Bestseller	banner, combo	bseller.ru
Digital Alliance	banner, InStream, combo	alliance.digital
Digital Caramel	banner, combo	digitalcaramel.com
Digital Sail	banner, combo	dsail.by
MonetizeMe	banner, InPage, combo	monetize-me.ru
Qvant	banner, InStream, combo	qvant.ru
Roden Media	banner, InStream, combo	roden-media.ru
WiseUP	banner, combo	wiseupmedia.ru

Contact support

Send an email