Thought Leadership

The Future of Header Bidding

March 7, 2019
By Ryan Christopher, Director of Marketing, Americas

Key takeaways from’s Leadership Summit at Mobile World Congress
Summarized from a recap by our friends at Marfeel (link on Prebid)

At Mobile World Congress last week, Rubicon Project’s Alexandra Smith, who is also the chair of, led an insightful discussion designed to help publishers understand the transformations facing the header bidding industry and how is helping to shape these shifts.

Consisting of Remi Boudard from AppNexus, Enrique Blanc from Grupo Zeta, Alexandra Smith from Rubicon Project, and Lucas Isern and Xavi Beumala from Marfeel, the two panels focused around both Prebid Server and Prebid,js, and identified four key takeaways from the conversation on adopting server-side header bidding.

  1. Header Bidding is growing to become the standard on the server side. Client-side implementation still dominates and is unlikely to change until universal ID solutions come to fruition.  Additionally, because the technology is so new, publishers are hesitant to shift until the industry settles on advanced, tested solutions.

  2. Mobile-first technology will drive mass-adoption.  Since Prebid Mobile relies on Prebid Server, publishers will adopt it and consider its use-case for web traffic as well. Eventually, the community will dedicate more time and energy to its development and server-side header bidding will become a unified solution.

  3. 2019 will be the year of the hybrid.  As SSPs become more commoditized, it’s likely they’ll become more technology and service-oriented in order to provide the most up-to-speed capabilities in the most efficient ways possible.  Until then, different Prebid implementations will be developed to maximize revenue and will ultimately be replaced by server-side header bidding after mobile-first implementation.

  4. Header Bidding + Machine Learning = Intelligent Ads.  Once adoption is realized, publishers will be able to track deal performance across multiple exchanges in real time through automated systems.  Inefficiencies will be spotted and optimization will no longer be a theory — it will be reality.

For a deeper dive into these topics, head to for the full recap from our friends at Marfeel.

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