Header Bidding Usage
Bucket Q4 Q1 % Change
US (Pubs Only) 57.5% 58.4% +1.6%
UK (Pubs Only) 45.4 47.1% +3.7%
US (Top 10K sites) 17.5% 18.6% +6.3%
UK (Top 10K sites) 15.0% 16.2% +8.0%

This looks at the Top 10K sites in each geo bucket, broken down by all sites and just sites within that 10K that show programmatic ads.

Biggest HB movement
Vendor Q4 Q1 % Change
GumGum 305 374 +23%
TripleLift 361 439 +22%
Pubmatic 774 860 +11%
Sovrn 714 789 +11%
AppNexus 1,737 1,861 +7%

Here are some of the largest quarterly bidder movements (min: 350 instances) across the Top 10K US and Top 10K UK sites (16K unique sites).

What % of US sites do header bidding?

This looks at the Top 10K US sites.

What % of UK sites do header bidding?

This looks at the Top 10K UK sites.

What % of US publishers do header bidding?

This looks at the sites in the Top 10K that show ads.

What % of UK publishers do header bidding?

This looks at the sites in the Top 10K that show ads.

Adapters

What bidders are US publishers using?

This looks at the top exchanges that US publishers are pinging. It's total instances seen divided by 10K.

What bidders are UK publishers using?

This looks at the top exchanges that UK publishers are pinging. It's total instances seen divided by 10K.

Wrappers

What wrappers are US publishers using?

This includes header bidding wrappers, S2S endpoints, and post-bid network tags that employ header bidding codes. It looks at just US sites that do header bidding.

What wrappers are UK publishers using?

This includes header bidding wrappers, S2S endpoints, and post-bid network tags that employ header bidding codes. It looks at just UK sites that do header bidding.

What codebase do client-side wrappers use?

A majority of all client-side wrappers are built on Prebid.

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