Draft:Header Bidding Wrapper

A header bidding wrapper, also referred to as a prebid wrapper or simply 'wrapper', is a sophisticated technology in programmatic advertising that enables publishers to request real-time bids from multiple demand partners.

This is achieved through JavaScript code placed in the website's header, which assesses all available ad inventory. This technology represents a significant advancement from traditional sequential bidding methods, aiming to optimize ad revenue through increased competition and efficiency.

Overview
The header bidding wrapper emerged as an evolution in the digital advertising space, addressing the limitations associated with the time-consuming waterfall bidding process. By allowing publishers to offer all ad inventory to the highest bidder at scale, header bidding has become a cornerstone of programmatic advertising. The wrapper, or container, organizes the header bidding process by sending simultaneous bid requests to various demand partners before the main ad server call, thereby ensuring a fair and competitive auction environment.

Functionality
Header bidding wrappers operate by embedding JavaScript code on the publisher’s site, which activates as the page loads. This code manages the auction by calling all connected demand partners to bid on the ad inventory within a predefined timeframe, usually less than a second, to maintain user experience. This systematic approach ensures that every demand partner has an equal opportunity to bid, thus maximizing the inventory’s value.

Advantages
The implementation of a header bidding wrapper offers several benefits:


 * Increased revenue and monetization: By enabling an asynchronous auction of ad slots, publishers can enhance their revenue by selling inventory at the highest possible price.
 * Improved page load speed: Contrary to traditional methods, header bidding wrappers can improve page loading times, thus enhancing the user experience.
 * Simplified Demand Partner Management: With features such as universal timeout settings, publishers can efficiently manage multiple demand partners.
 * Transparency: Publishers gain insights into the bidding process, fostering a transparent auction environment.

Disadvantages
Despite its benefits, header bidding wrappers can present challenges:


 * Technical Complexity: Setting up and managing a wrapper requires technical expertise.
 * Performance Issues: If improperly configured, a wrapper can negatively impact website performance and speed.
 * Interface Limitations: Some wrappers may not support all user interfaces, necessitating direct modifications within the code.

Types of header bidding wrappers
There are three main types:


 * Open-Source Wrappers: Like Prebid.js, offer transparency and independence but require technical expertise for implementation.
 * Proprietary Wrappers: Developed by ad tech companies, they may offer specialized features but with less transparency.
 * Managed Wrappers: Combine elements of open source and proprietary solutions, providing a balanced option for publishers without extensive technical resources.

Choosing a wrapper
When selecting a header bidding wrapper, publishers should consider:


 * The number and manageability of demand partners.
 * Availability of support, analytics, and bid monitoring tools.
 * Compatibility with multiple ad sizes and smart timeout features.

Implementation
Integrating a header bidding wrapper involves selecting the appropriate solution, embedding the necessary JavaScript code in the website header, configuring demand partner settings, and setting up timeout thresholds. Continuous optimization and updates are essential to accommodate changes in the digital advertising ecosystem.

Notable header bidding wrappers
Prominent wrappers include Prebid.js, known for its open-source nature, and proprietary solutions developed by leading ad tech firms. These solutions are continuously evolving to meet the dynamic needs of digital publishers.