Heatmaps

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.

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.