{"page":"/blog/header-bidding-explained","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Step","Waterfall","Header bidding"],"rows":[["Who is asked","Exchange A first, then B, then C","A, B and C at the same moment"],["Floor price","$1.50","$1.50"],["Bids received (hypothetical)","A bids $1.80, clears the floor and wins; B and C are never asked","A bids $1.80, B bids $2.40, C bids $2.10"],["What reaches the ad server","A at $1.80","B at $2.40, compared with direct campaigns"],["Time cost","One call per step, in sequence","One parallel round, capped by a timeout"]],"sourceUrls":[[],[],[],[],[]]}