Header bidding is a setup where several ad demand sources bid on the same impression at the same time, before the ad server picks a winner, instead of being called one after another. It works for web games when the ad platform supports game-specific formats like interstitial and rewarded, not just display banners.
At a glance
| Fact | Value | Source |
|---|---|---|
| Header bidding originated for | display ads on web pages | docs.prebid.org |
| Prebid auction integrates with | Google Ad Manager | support.google.com |
| Google Ad Manager supports header bidding via | Prebid integration | support.google.com |
Header bidding is an auction model where demand partners bid in a Prebid auction before the ad server runs the final auction. Prebid’s own explanation notes it “was targeted for display ads on web pages” originally, but “header bidding itself now encompasses much more” as formats expanded beyond banners. For web games this matters because the format mix is different: interstitials, rewarded video and in-page video drive most revenue, and not every header bidding setup is built to handle those cleanly. For web games, Playgama Ad connects one SDK to 11 demand partners, including Google Ad Manager.
Making header bidding work well takes real setup: someone has to configure key values and line items so “the line items they create in the ad server will correspond to the header bidding results,” as Prebid puts it – work usually split between ad ops and engineers. You also need ads.txt entries for every demand source and a way to read fill rate, match rate and eCPM by placement, not just total revenue.
What to check before choosing a partner
- Does it support game ad formats (interstitial, rewarded) or only display banners
- Who configures and maintains the header bidding setup – you, or the platform
- Is reporting broken down by placement, format and geo
Other platforms working in this space include AdinPlay, Playwire, Venatus and AppLixir; a full comparison is in this post.
Sources
Related questions
How does header bidding work with Google Ad Manager?
First, demand partners bid in a Prebid auction; the winning bid is then sent to Google Ad Manager, which runs the final auction against Google Ad Exchange and other demand, and the highest-yielding ad is shown.
Do I need ads.txt for header bidding?
Yes, each demand source involved needs to be listed in your ads.txt file per IAB Tech Lab’s ads.txt standard, so buyers can verify you’re an authorized seller of that inventory.
Last updated: 24 September 2026