HTML (HyperText Markup Language) is the standard coding language used to structure content on the web. In digital advertising, HTML is the backbone of display and interactive ad creatives, defining how images, text, videos, and animations appear within ad units.

Modern HTML5 has replaced older Flash-based formats, allowing for rich, responsive, and mobile-friendly creatives that adapt to different screen sizes. For instance, HTML5 banners can include animation sequences, interactive elements, or real-time content updates via JavaScript.

Because HTML is universally supported by browsers, it ensures compatibility and performance consistency across all devices. For advertisers and publishers, mastering HTML enables full control over creative design, interactivity, and user experience.

A Heatmap is a visual analytics tool that displays where users focus their attention on a webpage or app interface. Warmer colors indicate higher interaction density—such as clicks, taps, or mouse movements—while cooler areas show low engagement.

In digital advertising, heatmaps help publishers and advertisers understand how users interact with creatives, CTAs, and layout elements. For example, if most clicks occur near a navigation bar but not on banners placed lower on the page, ad placements can be adjusted for better visibility and performance.

By analyzing scroll depth, hover behavior, and attention distribution, heatmaps guide data-driven design decisions that improve viewability and increase ad engagement across all devices.

Header Bidding is an advanced programmatic technique that allows publishers to offer their ad inventory to multiple demand sources simultaneously before calling their ad server. Instead of relying on a traditional waterfall structure—where one network gets priority over others—header bidding runs a parallel auction among all connected bidders.

This open competition results in higher CPMs and improved transparency. For example, if one demand partner bids €1.80 and another offers €2.10, the publisher automatically selects the higher-paying bid, maximizing yield for each impression.

Header bidding is implemented via JavaScript code placed in the website’s header. It supports display, video, and native formats, and it has become an industry standard for publishers seeking greater control over pricing, demand diversity, and data transparency.