What is a Header Bidder Wrapper and How Does it Work?

What is a header bidding wrapper?

A wrapper, also referred to as a container or a framework, is a technology used to manage all the header bidding partners a media owner wants to utilize. This technology organizes buyers and sets rules for the programmatic auction. This minimizes the added code and complexity introduced with each new header bidding partner. Header bidding wrappers are necessary for media owners wanting to maximize the number of demand sources competing for an impression opportunity. Using a wrapper ensures that all partners have their bid requests triggered at the same time.  Additionally, wrappers include a universal timeout setting to manage how long the browser waits for bidders to respond.

How does it work?

1. Page loads, player loads, the header bidding wrapper code loads with each header bidding partners’(HBPs) code and fires the opportunity to all HBPs’ servers.
2. HBPs respond with their respective bids.
3. The wrapper then takes those responses and mediates the results to DoubleClick for Publishers (DFP).
4. HBC code on page modifies the Master Video Tag (MVT) with Key Value Pairs (KVPs) that instruct DFP on which line item to trigger.
5. DFP sends the corresponding line item to the player, which plays the ad.