The Header Bidding Industry Index (HBIX) tracks header bidding adoptions across the top US sites, as well as what adapters/bidders they're using. Monthly updates can be found at https://www.serverbid.com/hbix/

1. Updated: Sept 2017
HEADER BIDDING INDUSTRY INDEX - SEPT 2017
AN ANALYSIS OF WHAT HEADER BIDDING WRAPPERS AND ADAPTERS PUBLISHERS ARE USING

2. Updated: Sept 2017
Methodology
•We took the Top 5,000 US sites from alexa.com and removed any that
didn’t show ads
•The top remaining 1,000 sites formed the HBIX
•We then looked for ~450 manually-found expressions to indicate if/how
these sites were doing header bidding
•For more insight into our methodology, visit dev.serverbid.com/v1.0/
docs/hbix-methodology

3. Updated: Sept 2017
Header Bidding Adoption

4. Updated: Sept 2017
No
30%
Yes
70%
How many sites are doing header bidding?
No
79%
Yes
21%
Sites in HBIX (Top 1,000 sites
that do programmatic
advertising)
Alexa’s Top 3,000 Sites

5. Updated: Sept 2017
What % of HBIX sites do header bidding by category?%ofSites
0%
20%
40%
60%
80%
News/Content Communities Utilities eCommerce
48%
53%
57%
76%

6. Updated: Sept 2017
%ofSites
50%
58%
65%
73%
80%
Top 100 Top 500 Top 1000 Top 2000 Top 3000
70%
74%
76%
79%
69%
What % of HBIX sites do header bidding by US traffic rank?

7. Updated: Sept 2017
%ofSites
0%
7%
14%
20%
27%
Top 100 Top 500 Top 1000 Top 2000 Top 3000
20.6%
22.6%
24.4%
26.4%
20%
What % of all sites do header bidding by US traffic rank?

8. Updated: Sept 2017
Adapter/Bidder Adoption

9. Updated: Sept 2017
What demand partner adapters are sites using?
(Top ten)
%ofSites
0%
13%
25%
38%
50%
AppNexus Index Exchange OpenX Amazon AOL Rubicon Criteo Sovrn Sonobi PulsePoint
17.4%19.1%
25.5%
27.9%
30.1%
33.4%
36.1%36.3%
41.3%
44.8%

10. Updated: Sept 2017
What demand partner adapters are sites using?
(Next ten - see raw data for all bidders)
%ofSites
0%
3%
6%
8%
11%
Pubmatic DistrictM Yieldbot TripleLift RhythmOne Facebook Conversant Centro Komoona Media.Net
1.4%1.7%2.1%
5.7%
6.1%6.2%6.3%
9.5%9.7%
10.9%

11. Updated: Sept 2017
Breakdown of all adapters seen
%ofSites
0%
3.5%
7%
10.5%
14%
AppN
exus
Index
O
penX
Am
azon
AO
L
Rubicon
C
riteo
Sovrn
Sonobi
PulsePoint
Pubm
atic
D
istrictM
Facebook
AllO
thers
13.43%
1.56%
2.48%
2.79%
4.45%
4.88%
6.52%
7.13%
7.7%
8.54%
9.23%9.28%
10.56%
11.45%
n=3911, the total number of
bidders seen

12. Updated: Sept 2017
Number of sites by adapter count
%ofSites
0%
6.5%
13%
19.5%
26%
1-2 3-5 6-8 9+
12.3%
24.4%
17.7%
15.3%

13. Updated: Sept 2017
Wrapper Adoption

14. Updated: Sept 2017
What wrappers are header bidding sites using?
%ofSites
0%
5%
10%
15%
20%
In-House (with Prebid) Index Exchange Other Vendor (w/ Prebid) Other Vendor (Proprietary) In-House (Proprietary)
5.7%
8.2%
14.1%
17.4%
18%
Note: 10.3% of sites do header bidding without a wrapper

15. Updated: Sept 2017
Breakdown of “Other Vendors”
%ofSites
0%
1%
2%
3%
4%
AppNexus (PB Enterprise) Curse Digital Media Sortable Proper Media Media.net Freestar
0.9%
1.4%1.5%
2.1%2.2%
3.2%
(Prebid.js) (Prebid.js)(Prebid.js)(Proprietary Code) (Prebid.js)(Proprietary)

16. Updated: Sept 2017
%ofSites
0.00%
0.25%
0.50%
0.75%
1.00%
DistrictM Playwire Media UnderDog HashTag Labs MonetizeMore AdBridg
0.6%0.6%
0.7%
0.8%0.8%0.8%
(Next six - see raw data for all bidders)
(Prebid.js) (Prebid.js) (Prebid.js)(Proprietary) (Proprietary) (Proprietary)
Breakdown of “Other Vendors”

17. Updated: Sept 2017
Breakdown of wrappers seen by code type
PubFood-Based
1.58%
Proprietary Code
47.8%
Prebid-Based
50.63%
n=634, the total number of
wrappers seen

18. Updated: Sept 2017
Breakdown of wrappers seen by solution type
In-House
37.38%
Index Exchange
27.44%
Other Vendors
35.17%
n=634, the total number of
wrappers seen

19. Updated: Sept 2017
Average # of Adapters

20. Updated: Sept 2017
Avg#ofbidders
0
1
2
4
5
6
7
Other Vendor In-House Total Average Index Exchange No Wrapper
1.92
5.32
5.54
6.54
7
Average # of bidders by wrapper usage

21. Updated: Sept 2017
ServerBid Enterprise is a header-bidding-as-a-service solution that lets
exchanges, networks, and DSPs offer a header bidding adapter without having
to build it themselves.
ServerBid Publisher is a Prebid.js adapter that enables publishers to move
their client-side adapters to the server, speeding up their websites.
Reach out to sales@serverbid.com for more info.
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