Header Bidding Disadvantages
Header bidding is a technical solution and complex to implement correctly. It requires advanced adops skills and other resources such as time and manpower. If incorrectly set up, header bidding can cause publishers to risk losing revenue, loyal website visitors, and because ad auctions run in web browsers, exposing valuable data. Beyond these downsides, the biggest issue with header bidding is an increase in page loading times. Despite expectations that it would kill the latency issues caused by the waterfall strategy, publishers have reported that header bidding makes the situation even worse - each partner tag that a publisher plugs into its page is yet another potential source delay.
Finally, although header bidding was the most crazed adtech topic of 2016, it is still an emerging technology. There are a limited number of demand providers who integrate via header bidding. Publishers with traffic from regions other than United States and Europe might have difficulties finding enough demand for header bidding to be a viable strategy.