Glossary Terms Category: H

Header Bidding

Enables advertisers to compete for publishers’ reserved and unreserved inventory via an auction that takes place outside of the ad server.

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.


Header-as-a-service is more than just header bidding, it is prebid and header bidding management, analytics, and optimization all in one. Including programmatic services such as identity modules, customized configurations, and sophisticated ad loading.