The Best Header Bidding Wrappers for Publishers

Best Header Bidding Wrappers for publishers: 2023

As the world of digital advertising continues to evolve, publishers need to find innovative ways to maximize their revenue. One such approach is header bidding, which allows publishers to offer their inventory to multiple demand partners simultaneously, resulting in higher yields. Header bidding wrappers are essential tools publishers can use to manage multiple header bidding partners more efficiently. Here, we will be exploring the best header bidding wrappers for publishers in 2023 and provide insights on how to choose the best one.


Header bidding wrappers are tools that help publishers manage multiple header bidding partners in a unified manner. These tools act as intermediaries between publishers and demand partners, allowing publishers to integrate multiple demand partners into a single wrapper. This simplifies the process of header bidding, reducing the workload for publishers while simultaneously increasing their revenue potential.

Setupad is a monetization tool that allows content producers to display programmatic advertising to boost their ad revenue. More than 15 supply-side networks, including Google, are connected to the publisher's ad inventory through Setupad using header bidding technology.

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Adtelligent is a sell-side ad technology company providing holistic demand management and intermediation solutions for publishers. By integrating ad serving for display and video, header wrapper capabilities, and outstream functionality into one holistic stack, Adtelligent has established a new standard for selling inventory to programmatic buyers.

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How to choose the best Header Bidding Wrappers:

  • Ease of Integration: Look for a header bidding wrapper that is easy to integrate with your current ad stack. A good header bidding wrapper should have documentation that guides you through the integration process and provides support when needed.

  • The number of Demand Partners: Consider the number of demand partners supported by the header bidding wrapper. The more partners available, the higher the chance of getting the best deal for your inventory. However, having too many partners can lead to latency issues, so it's essential to find a balance.

  • Customization and Flexibility: Find a header bidding wrapper that offers customization and flexibility to suit your needs. The ability to adjust timeout values, control the number of bids, and optimize demand partner priorities can help you get the best out of your header bidding setup.

  • Analytics and Reporting: It's crucial to choose a header bidding wrapper that provides detailed analytics and reporting capabilities. This will allow you to monitor and optimize your header bidding setup better, resulting in higher revenue.

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Advantages and Uses of Header Bidding Wrappers:

  • Increased Revenue: Header bidding wrappers allow publishers to access multiple demand partners, resulting in higher yields and increased revenue.

  • Streamlined Ad Operations: By managing multiple demand partners through a single wrapper, publishers can streamline their ad operations, reducing the workload and minimizing errors.

  • Improved User Experience: Header bidding allows demand partners to bid on ad inventory simultaneously, resulting in faster page load times and a better user experience.

  • Better Targeting: By accessing multiple demand partners, publishers can increase their targeting capabilities, resulting in more relevant ads and higher engagement rates.

In addition to the points mentioned above, it's essential to consider the overall reputation of the header bidding wrapper provider. Look for providers with a proven track record of delivering high-quality services and reliable support. It's also essential to stay up-to-date with the latest trends and developments in the header bidding space to ensure that you're using the best tools and practices.

Frequently Asked Questions

A header bidding wrapper allows publishers to manage multiple demand partners through a single tool, while a traditional ad server only allows publishers to work with a limited number of demand partners.

It's recommended to work with no more than five demand partners to avoid latency issues and ensure optimal performance.

Most header bidding wrappers are free to use, but some providers may charge fees for premium features or additional support.

Yes, it's possible to use a header bidding wrapper with Google AdSense. However, publishers must adhere to Google's policies and guidelines to avoid any penalties or account suspensions.