All of this happens within a fixed period of time, preferably two seconds, as set by the publishers. This means that SSPs, direct DSPs, ad bags, and ad networks must respond with their offers within two seconds. From there, advertisers can decide in real time how much they are willing to bid based on the information in the ad request. Because the advertisers couldn't bid on each other simultaneously, the ad inventory was sold to the first advertiser with a bid above the publisher's minimum price.
Header bids allow multiple advertisers to bid on ad inventory simultaneously before the ad server decides which ad to show. Publishers can share bid-level data with advertisers so they can adjust their bidding decisions going forward. While bidding on headers isn't the perfect solution, they're the best solution available to publishers right now. Bidding for headers, also known as pre-bidding or prebidding, is a programmatic technology by which publishers simultaneously offer their ad inventory to many in-demand partners, such as Google.
On the contrary, advertising bids offer all ad bags and advertisers the same opportunities to bid on (premium) ad inventory, resulting in greater competition and increased revenue for publishers. The header bid container allows publishers to flexibly add or remove a source of advertising demand without modifying the website's code. Js is an open source header bid container, but maintaining it is a tedious task that requires technical resources. However, the TAM is not a managed service, so publishers must take care of the technical implementation of header bids themselves.
If your current team is unable to manage this situation, you can use managed header bidding solutions.