Prebid.js integration
Current Prebid.js wrapper with client-side and server-side support over the OpenRTB 2.5 protocol.
- Prebid.js v11+
- OpenRTB 2.5
- Client and server
- Dynamic timeouts
Last reviewed
Header bidding and demand
Header bidding that adds competition without adding drag.
Let many demand partners bid at once before your ad server decides. Prebid.js auctions, dynamic timeouts and careful latency control, explained plainly before any change is made.
35–45%Revenue increase reported
<150msAverage latency
15+SSP partners
95%+Fill rates reported
How it works
Three steps, in a fraction of a second
01
Page load
The Prebid.js wrapper loads with the page and sends bid requests to all connected SSPs at the same time.
02
Bidding
Multiple SSPs bid in parallel before the ad server call, which maximizes competition for each impression.
03
Winner selection
The highest bid wins and is passed to Google Ad Manager for final serving.
Features
What a well-run Prebid setup includes
15+ SSP partners
Access to premium demand through leading supply-side platforms and ad exchanges.
- Google AdX
- PubMatic
- OpenX
- Index Exchange
Latency optimization
Average latency under 150ms, with dynamic timeout management and a performance-first design.
- Under 150ms latency
- Dynamic timeouts
- Async loading
- Minimal page impact
Revenue analytics
Granular reporting by SSP, placement and device with real-time tracking.
- By-SSP breakdown
- Revenue analytics
- Real-time data
- Custom exports
Automatic optimization
Bidder selection, timeouts and floor prices tuned continuously rather than set once.
- Auto floor prices
- Bidder selection
- Timeout optimization
- A/B testing
Mobile optimized
Lightweight, mobile-first implementation that respects data limits.
- Under 50KB payload
- Mobile-first
- Low data usage
- Fast on 4G and 5G
Demand partners
Supply-side platforms in the mix
Which partners join your auction depends on your inventory, geography and eligibility.
Google AdXPubMaticOpenXIndex ExchangeMagniteXandrCriteoSovrnTripleLiftSharethrough33Across
Implementation options
Client-side or server-side
Neither is better in every case. The right mix depends on your site and audience.
Client-side: technology
- Prebid.js wrapper in the page header
- JavaScript-based bidding
- Execution in the browser
Client-side: benefits
- Full control over bidder selection
- Real-time bidder performance data
- Easy to customize and optimize
Server-side: technology
- Prebid Server (hosted)
- Execution on the server
- Minimal client-side code
Server-side: benefits
- Lower latency (under 100ms typical)
- Better resistance to ad blockers
- Reduced client-side load
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Get a free site review →Plain-English guide
Header bidding explained in plain English
Header bidding lets several ad exchanges bid on the same impression at the same time, before your ad server (often Google Ad Manager) makes its final choice. Instead of offering each impression to one buyer after another, every connected partner competes at once, and the best bid goes into the ad server's decision.
Client-side and server-side
- Client-side runs the auction in the visitor's browser, usually with Prebid.js. It gives detailed control and data per bidder, but every extra bidder adds work for the page.
- Server-side moves the auction to a server, such as Prebid Server. The page does less work, which helps speed, but buyers may see less information about the user.
What a good setup gets right
The number of bidders, the timeout and lazy loading decide whether header bidding helps or hurts. Too many partners or a long timeout slows pages and can cost more than the extra competition earns. Every partner also needs correct lines in your ads.txt file. The open-source Prebid documentation is the reference for how these settings work.
Good questions
Header bidding questions
Does header bidding always raise revenue?
No. It increases competition, which often helps, but results depend on your traffic, geography, ad layout and demand.
Will it slow my pages down?
Every bidder adds work, which is why timeouts, the number of partners and lazy loading are tuned and measured instead of assumed.
Which ad server is used?
Header bidding results are typically passed to Google Ad Manager for final serving, so a properly structured Ad Manager account matters.
Which option should I pick?
Many publishers start client-side for control and add server-side to cut latency. We explain the trade-offs for your specific site.
Included with MH AdX
MH Shield skips auctions for bot-like visits and tunes Prebid timeouts to each visitor's connection, so buyers bid on real readers.
From the blog
Guides on this topic
Traffic Shaping in Programmatic Advertising for Publishers
Traffic shaping explained for publishers: who filters your bid requests, how it changes your bids, and the Prebid and supply path steps you control.
Read the guide · 12 min →
First Party Data Strategy for Publishers (2026 Guide)
A first party data strategy for publishers that lifts ad revenue: consent, collection, segments, PPID, Prebid and deals, with a setup table and checklist.
Read the guide · 12 min →
Bidstream Data Explained for Publishers (2026 Guide)
Bidstream data explained for publishers: what each bid request reveals, who keeps it, and the Prebid and Ad Manager settings that limit what you share.
Read the guide · 11 min →
What Is a Universal ID? A Guide for Publishers
What is a universal ID, how do SharedID, UID2 and PPID work, and do you still need one now Chrome keeps cookies? A publisher guide with Prebid setup steps.
Read the guide · 14 min →
What Is a Supply Side Platform? A Publisher Guide
What is a supply side platform? How an SSP sells your ad space, the settings that change what you earn, real SSP examples and how to choose one, for publishers.
Read the guide · 12 min →
Real Time Bidding Explained for Website Publishers
What is real time bidding and how does it work? See what a bid request holds, how the auction picks a winner and which RTB settings publishers control.
Read the guide · 12 min →Keep exploring
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