The management layer that sits above your header bidding demand partners and coordinates the auction. It handles timeouts, collects bids, passes the winner to the ad server, and provides unified reporting across all partners. Prebid is the dominant open-source option. Proprietary wrappers exist but introduce a dependency on the vendor who built them. Wrapper configuration, particularly timeout settings and partner prioritization, has a direct effect on yield. Most publishers set it once and don't revisit it often enough.
Ad tech glossary
Wrapper
Technical definition
A technology layer that manages multiple header bidding partners and their timeout settings while providing unified reporting and analytics.
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
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.
🍿 The microwave popcorn of media
Bragging about agency programmatic capabilities is a flex as strong as bragging about how good you are at microwave popcorn.
