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Header Bidding vs. OpenRTB - When to Use Each for Maximum Yield

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Both header bidding and OpenRTB can drive revenue — but they aren’t interchangeable. Knowing when to use each can help publishers unlock their inventory’s full value.


Header Bidding Strengths

Easy integration with Prebid.js.

Great for client-side transparency.

Works well with a small-to-medium set of bidders.


OpenRTB Strengths

Server-to-server scalability.

Direct DSP connections.

Better suited for high-traffic publishers needing low latency.


Rule of Thumb

Use header bidding for flexibility and transparency; use OpenRTB for scale, efficiency, and premium direct DSP deals.