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# Header Bidding for CTV
- URL: https://www.adlingo.org/glossary/header-bidding-for-ctv/
- Published: 2025-01-15T10:52:00.000Z
- Updated: 2025-01-15T10:52:00.000Z
- Description: Implementation of simultaneous auction technology specifically adapted for connected TV environments to maximize yield and demand competition.
- Author: Travis Lusk
- Tags: CTV, #glossary, #Import 2026-10-27 17:05

The same concept as web header bidding, applied to an environment where the standards are still being written. CTV header bidding creates real-time competition across multiple demand sources for streaming inventory. The complexity is that CTV devices, operating systems, and publishers all handle the implementation differently. Definitions of what is being bid on vary. If you are buying CTV header bidding supply, ask how the publisher is implementing it and how yield is actually measured.