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The Evolution of Ad Monetization: From Waterfall to Header Bidding Before header bidding, most publishers relied on the traditional waterfall method to serve ads. This sequential process prioritized demand partners based on historical yield, often leading to unsold inventory or suboptimal pricing. The introduction of header bidding dramatically reshaped this model by allowing publishers to offer inventory to multiple demand sources simultaneously—before the ad server even makes a decision. The result? Higher competition, better fill rates, and increased revenue. Header bidding has now become a standard tool in the digital advertising arsenal, especially for news publishers and content-heavy platforms aiming to maximize every impression’s value. Its ability to expose inventory to a broader set of buyers in real time has made it a favorite among modern media companies seeking financial sustainability through advertising. What is Header Bidding and How Does It Work? Header bidding...