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.
Ad tech glossary
Header Bidding for CTV
Technical definition
Implementation of simultaneous auction technology specifically adapted for connected TV environments to maximize yield and demand competition.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
CTV
·
The 2026 upfront runs on shape, not size
Supply is outpacing demand. Scarcity has collapsed into sports. And the most useful phrase in the market right now isn't volume or price. It's "the shape of the deal."
CTV
·
⏸️ Pause Ads
I'm back from CES, where (and I can't believe I'm saying this) pause ads were having a moment. I did not have this one on my bingo card. Yes, those ads that pop up when you hit pause on your TV.
CTV
·
Get Better CTV Quality in 2025
I'm not big on New Year's resolutions, but I do want you to look me in the eye and promise that you will press for better CTV quality in 2025. Oh...you thought it all ran on a TV in a living room? Have a seat. We need to talk.