ServerBid launches the Header Bidding Industry Index, a resource for header bidding stats

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The Header Bidding Industry Index (HBIX) is the first comprehensive analysis of header bidding adoption and what adapters/wrappers publishers are using.

ServerBid today announced the launch of their Header Bidding Industry Index (HBIX). It’s the first comprehensive look into header bidding adoption across the top US sites. It measures:

-Header Bidding adoption rates across the top US sites
-What wrapper solutions publishers are using
-What bidders/adapters they are using

In the September 2017 inaugural release, ServerBid found that 21% of the Top 3K US sites did header bidding. Of the 1K sites in the HBIX (which looks only at publishers that show ads), 70% of companies do header bidding.

“Given how much of an industry topic header bidding is,” says Paolo Divincenzo, President of ServerBid, “it was surprising how few reliable industry data points there were. So, rather than wait, we decided to build our own report.”

Other key findings include that AppNexus, Index Exchange, OpenX, Amazon, and AOL were the Top 5 most commonly-used adapters, accounting for about 50% of all bidders seen. The wrapper analysis also discovered that 50% of all wrappers used PreBid.js code. About 2% were based on Pubfood, and the remaining 48% used proprietary code.

Additionally, Index Exchange was the most common 3rd-party wrapper solution - appearing in 17% of all HBIX sites. In-house solutions were slightly more common, with 24% of brands managing header bidding themselves.

“One reason we trust our data over others,” Paolo adds, “is that this was a two-month, manual project. We identified over 450 source URLs that indicated header bidding vendors. It was time-intensive, but separates this report from previous findings.”

You can find the Header Bidding Industry Index at

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Ron Nelson
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Paolo DiVincenzo
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