Overview
A wrapper in the context of digital advertising is a JavaScript Library (or container) which allows digital publishers to make simultaneous bids to multiple buyers and mediate (allow competition) between these buyers, choosing the highest bid response as the winner.
The most popular Header Bidding Wrapper is Prebid, district m Sharethrough is fully supported in Prebid.
Client-side Wrapper
Most client side wrappers work using the below flow:
- A client-side wrapper will make requests to one or many exchanges (SSPs and/or DSPs) via end points from the browser of the user.
- Each exchange will perform an auction.
- The wrapper will compare the final result of each bid response and select the highest value.
Note: The wrapper (in most cases) will then communicate the winning bid to the publisher's ad server for further mediation (competing against direct sold campaigns for example).
Benefits:
- Control partners directly on page or via UI
- Open source solutions available
- Free if implemented by the publisher
- Easy to implement a new source of demand
- Reduced latency by calling all demand sources at the same time
...
- A single auction
- Improved performance
- Better control of timeout
- Reduction of number of calls
- Transparency of bid landscape (in most cases)
Disadvantages:
- Cost of servers or third-party services providing the servers
- Need to use a user id syncing system
- Increased requirement for development work