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In recent years, Header Bidding (HB) has gained popularity among web publishers, challenging the status quo in the ad ecosystem. Contrary to the traditional waterfall standard, HB aims to give back to publishers control of their ad inventory, increase transparency, fairness and competition among advertisers, resulting in higher ad-slot prices. Although promising, little is known about how this ad protocol works: What are HB's possible implementations, who are the major players, and what is itsdoi:10.5281/zenodo.3598095 fatcat:5aysvdexgfgonocjbx7bx6ogme