Header Bidding Usage
Bucket Q1 Q2 % Change
US (Pubs Only) 58.4% 59.8% +2.4%
UK (Pubs Only) 47.1 48.3% +2.5%
US (Top 10K sites) 18.6% 19.2% +3.2%
UK (Top 10K sites) 16.2% 17.0% +5.0%

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 Q1 Q2 % Change
Improve Digital 156 339 +117%
Undertone 140 180 +29%
TripleLift 439 526 +20%
33Across 263 310 +18%
Amazon 1,464 1,614 +10%

Here are some of the largest quarterly bidder movements (min: 150 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/Bidders

What adapters are sites using?

This looks at what % of the Top 10K US and UK sites we found each bidder in.

What adapters are header bidders using?

This looks just at sites doing header bidding and shows what % of those sites are pinging each vendor.

Wrappers

What wrappers are header bidders using?

This includes header bidding wrappers, S2S endpoints, and post-bid network tags that employ header bidding codes. It looks at just sites in the Top 10K lists 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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