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February 5, 2018

US Websites that Use Header Bidding, by Type, Sep 2017-Feb 2018 (% of total HBIX sites*)

Description

This chart shows the share of websites in the US that use header bidding by wrapper type (client-side, server-side, hybrid of client/server-side) or no wrapper. The analysis was conducted among Alexa Internet's top 1,000 sites that have programmatic advertising.

Note

Data was provided to eMarketer by ServerBid.

Methodology

Data is from the February 2018 ServerBid report titled "Header Bidding Industry Index - Feb 2018." ServerBid's Header Bidding Industry Index (HBIX) is based on Alexa Internet's top 1,000 programmatic advertising sites out of the top 5,000 US sites. The HBIX is published monthly, at the beginning of each month. Types of websites included in the HBIX were communities (e.g., reddit, LiveJournal), ecommerce (e.g., Walmart, Target), news/content (e.g., CNN, The Washington Post) and utility (e.g., Weather.com, OpenTable). Types of websites excluded from the HBIX included porn/torrents, sites requiring a login to access content, sites that do not do programmatic advertising and URLs that redirect to another site on the list. ServerBid is a server-side header bidding company.