Header Bidding in Pugpig Bolt
Written by Harry Phillips
Updated at February 6th, 2026
Table of Contents
We're aware that many publishers are looking to maximise their advertising revenue through two of the biggest header bidding solutions: Prebid and Amazon Transparent Ad Marketplace (ATAM). Whilst Pugpig Bolt doesn't currently support header bidding, we're actively working towards enabling this capability.
This document explains our approach, the technical considerations involved, and what you can expect as we develop this feature.
Coming Soon
Header bidding requires an underlying technical changes to the core platform which we're in the process of completing. We're committed to delivering a solution that works seamlessly, sustainably and scalably within Bolt's architecture and don't anticipate this being a long process
Our Approach
Ad Stack Foundation
Header Bidding Integration
Rather than implementing native SDKs for Prebid or ATAM, we're planning to add header bidding code directly into the HTML of our article view. This approach will:
- Allow header bidding demand to compete for inventory
- Pass the winning bids through to GAM via the existing GPT tags
- Maintain compatibility with Bolt's current ad architecture
- Avoid the complexity, inflexibility and maintenance overhead of native SDK integrations
This means header bidding will work within the web-based article rendering, leveraging the same proven technologies publishers use on their websites.
Timeline and Next Steps
We don't have a firm release date yet, but the initial work is complete and awaiting completion of the aforementioned platform change.
If header bidding is important to your monetisation strategy, please let your CSM or our Support team know. We'd love to work with you to help build out and validate this functionality.