Yes — but it works very differently from header bidding on the web. Web header bidding relies on JavaScript that runs in the browser before the page loads. Native CTV apps do not execute JavaScript in the ad-serving path, so client-side header bidding is not possible on connected TV.
CTV header bidding is server-side: instead of a JavaScript wrapper on the device, the publisher's ad server or SSP sends the bid request to multiple DSPs simultaneously from a server, collects all responses within the auction timeout (typically 150–200ms), and awards the impression to the highest bidder. This is called server-side header bidding (SSHB) or unified auction.
SpringServe and Magnite's Prebid Server implementation are the common SSHB setups in India CTV. The yield benefit mirrors web header bidding — more simultaneous demand competition produces higher clearing prices — but without the client-side latency penalty that web header bidding sometimes creates.
Publishers using SSHB typically see 15–25% yield improvement over waterfall-based ad decisioning. From a buyer perspective, SSHB means your DSP competes simultaneously with other DSPs in a fair unified auction, rather than being called sequentially based on a priority ranking.
India CTV header bidding adoption is growing but not universal. Many smaller publishers and FAST channels still use waterfall-based ad decisioning. When evaluating a publisher, ask whether they run a unified auction or a waterfall — it affects whether your DSP's bids have equal access to inventory or are disadvantaged by position in the waterfall.
Related questions
For the full technical breakdown, see the header bidding on CTV knowledge base article.