<b>Header bidding adds 10-30% RPM by making exchanges bid before the ad server picks.</b>

<b>Header bidding adds 10-30% RPM by making exchanges bid before the ad server picks.</b>

Header bidding = auctioning your inventory to multiple demand sources simultaneously, client- or server-side, so the ad server sees real competing bids instead of a waterfall.

illustrative uplift over waterfall:
— 3 bidders +11% ▮▮▮
— 6 bidders +19% ▮▮▮▮▮
— 10 bidders +26% ▮▮▮▮▮▮
— 14 bidders +28% (latency drag starts) ▮▮▮▮▮▮

Bids climb with competition, then flatten as page latency hurts viewability and bidder timeouts rise.

So what: more demand partners help until added latency costs more than the marginal bid. Cap around the flat point. ▲ +26% at 10 bidders.