PubWise
Programmatic Advertising Terms
& Acronyms Glossary

Programmatic Ad Terms

There is a TON of jargon in the programmatic advertising world. We’ve compiled this advertising glossary because sometimes you just need to know what a word (or acronym) means without digging around the internet.

Header Bidding Wrapper

A header bidding wrapper is the bundle of code that glues together multiple header bidding partners. Providing the coordination amongst header bidding SSP endpoints and functionality to integrate with the client side page. Prebid.js is one of the most well known header bidding wrappers and it is the core of the PubWise Header-as-a-Service product.

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