Despite the flourishing popularity of header bidding, there remains a great deal
of confusion surrounding the underlying technology publishers need to make it work.
As digital media companies begin looking into implementation, the reality is that executives find themselves stumped when it comes to choosing the right header
bidding container (also referred to as a “container tag” and/or a “wrapper tag”) that best suits their business needs.
As more and more publishers see how header bidding can increase their
revenues, they seek new ways to connect this technology with other indirect
demand sources. This has given rise to the header bidding container, which is a
from different demand sources. In this reference paper, we’ll examine the four major components of the header bidding container technology solution. We’ll also give publishers an overview of what they should consider when evaluating different container solutions for the sake of their own businesses.