Header bidding — called server-side bidding (SSB) in CTV because there is no browser header — allows a CTV publisher to run simultaneous bid requests to multiple SSPs at the same time before selecting the highest bid to fill an ad impression. In traditional waterfall setups, the publisher asks SSPs one by one in a priority order, accepting the first bid above a threshold — which means early SSPs always get first access regardless of whether a later SSP might have paid more. Header bidding breaks this by giving all SSPs equal simultaneous access to each impression, maximising yield for the publisher.
For India CTV publishers, server-side header bidding is available through solutions including Prebid Server (open source), Magnite's SpringServe, and Google's Open Bidding within Google Ad Manager. The practical implication for advertisers: publishers using server-side bidding have more competitive auction dynamics — you are bidding fairly against all other buyers simultaneously, not getting preferential or disadvantaged access based on waterfall position. For publishers, server-side bidding typically increases ad revenue 10-30% by uncovering higher bids from SSPs that were previously lower in the waterfall. India CTV publishers are at varying stages of server-side bidding adoption — larger players (JioCinema via StarX, SonyLIV) are more advanced; smaller OTT platforms still use simpler waterfall setups.
Full guide
For a complete explanation, read: Header bidding for CTV: server-side bidding, how it works, and what it means for India publishers and buyers