Header bidding and OpenRTB: how they fit together
Understand the difference between an auction workflow and the protocol used to exchange bid requests and responses.
An auction workflow. A shared protocol.
The publisher defines eligible inventory and the auction requirements for participating demand.
Two terms that describe different layers
Header bidding describes how multiple demand sources participate in an auction before the publisher’s final ad-selection decision. OpenRTB describes the request and response format used between compatible programmatic systems. They can work together, but neither term is a substitute for the other.
What happens on the publisher side?
A header-bidding setup identifies eligible ad units, sends bid opportunities to configured bidders and waits within an auction timeout. The returned bids must then fit the publisher’s ad-serving flow. A successful bid is useful only if the downstream creative and reporting path also work.
What does the protocol connection cover?
An OpenRTB connection defines how inventory and bid information travel between partners. The version, fields, formats, privacy signals and notification behavior need agreement. Protocol compatibility alone does not establish a commercial relationship or grant access to demand.
Questions to ask before connecting
Which inventory types are supported? Which adapter and protocol version will be used? How are timeouts handled? What events count as wins and impressions? Who investigates discrepancies? Answering these questions before a test makes the results easier to trust.
Explore your next step
Explore the related monetization solution or prepare your integration brief.