Header bidding is a programmatic advertising technology that allows publishers to conduct auctions for ad placements simultaneously among multiple advertising platforms (SSPs) before the page loads. Unlike the traditional waterfall method, where bids are placed sequentially, header bidding collects bids from all partners at once, ensuring the publisher receives the highest price for the impression. The technology works by placing code in the page's header, where the auction occurs, and the winning ad is then loaded on the site. Header bidding improves publisher revenue, enhances transparency, and increases competition among advertisers, making it one of the leading monetization methods in digital advertising.

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