In late 2019 an analysis of 50 content-focused Alexa sites using display advertising revealed that among the 76 percent of sites in the sample that were using header bidding as part of their ad technology stack, 58 percent of them were working with AppNexus to manage their ad technology, with further 44 percent partnered with OpenX and 36 percent with Amazon, Index Exchange and Rubicon.
Header bidding a.k.a. pre-bidding or advanced bidding is a programmatic ad inventory selling technique which allows publishers to offer inventory simultaneously to multiple partners before addressing their ad servers.
Leading demand partners used by publisher sites using header bidding in their advertising technology stack worldwide in 4th quarter 2019
The source provides the following information on their methodology:
"We reviewed the top 500 Alexa sites and shortlisted 50 content-focused sites ("sample") that use display advertising to generate revenue.
We also filtered out non-English sites to maintain consistency in sample.
The resulting top 50 global publisher sites were analyzed to create this report.
We conducted multiple automated and manual checks to uncover insights about their technology stack and monetization strategies.
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AdPushup. (February 25, 2020). Leading demand partners used by publisher sites using header bidding in their advertising technology stack worldwide in 4th quarter 2019 [Graph]. In Statista. Retrieved December 03, 2024, from https://www.statista.com/statistics/1100020/leading-demand-partners-of-publishers-doing-header-bidding-worldwide/
AdPushup. "Leading demand partners used by publisher sites using header bidding in their advertising technology stack worldwide in 4th quarter 2019." Chart. February 25, 2020. Statista. Accessed December 03, 2024. https://www.statista.com/statistics/1100020/leading-demand-partners-of-publishers-doing-header-bidding-worldwide/
AdPushup. (2020). Leading demand partners used by publisher sites using header bidding in their advertising technology stack worldwide in 4th quarter 2019. Statista. Statista Inc.. Accessed: December 03, 2024. https://www.statista.com/statistics/1100020/leading-demand-partners-of-publishers-doing-header-bidding-worldwide/
AdPushup. "Leading Demand Partners Used by Publisher Sites Using Header Bidding in Their Advertising Technology Stack Worldwide in 4th Quarter 2019." Statista, Statista Inc., 25 Feb 2020, https://www.statista.com/statistics/1100020/leading-demand-partners-of-publishers-doing-header-bidding-worldwide/
AdPushup, Leading demand partners used by publisher sites using header bidding in their advertising technology stack worldwide in 4th quarter 2019 Statista, https://www.statista.com/statistics/1100020/leading-demand-partners-of-publishers-doing-header-bidding-worldwide/ (last visited December 03, 2024)
Leading demand partners used by publisher sites using header bidding in their advertising technology stack worldwide in 4th quarter 2019 [Graph], AdPushup, February 25, 2020. [Online]. Available: https://www.statista.com/statistics/1100020/leading-demand-partners-of-publishers-doing-header-bidding-worldwide/
