Header bidding has been integrated by Facebook on its platform. It allows mobile web publishers to collect bids and then select the highest offer. It improves upon the original programmatic auctions. Due to advance bidding technology, publishers can make more money and earn up to 10-30 per cent more revenues than programmatic advertising. Obviously, the cost of buying ads on the mobile web are set to go up.

Google’s Doubleclick has already adopted header bidding. Nearly 70 per cent of all publishers now use header bidding. It is a means to optimise yield, cut down on passbacks, increase transparency of inventory value. Doubleclick also eliminates Google’s favouritism for its for its own ad exchange AdX. Advertisers are given opportunity to bid on all available inventory and not just remnant inventory.