Header Bidding for Mobile Buyers

Learn how the Verizon Media Ad Platform supports mobile web Header Bidding and get access to premium inventory and audiences.

What is Header Bidding?

Header Bidding technology makes the publisher ad supply available to both direct-sold and programmatic demand in a unified auction. Header Bidding eliminates the ad serving waterfall by enabling publishers to serve ads to the highest bidder - regardless of whether it’s bought directly, through a deal ID or through the open exchange.

Benefits of Header Bidding for Buyers

DSPs and advertisers get access to premium inventory and audiences that were historically reserved for direct-sold campaigns.

Server Side Container

Client Side Container

Header Bidding (HB) Flag

The HB flag is sent on OpenRTB 2.1, 2.2 and 2.3 bid requests

site”: {

“id”: “9002”

“publisher”: {

“id”: “9001”

“ext”: {

nex_else”: 0,

“Imp.hb”: 1



“ext”: {

“Nex_coppa”: 0



The Header Bidding flag was officially added with IAB’s OpenRTB 2.5. Currently, we support this flag as an “impression” object extension, however in the future we plan to support it as a “source” object.