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Telegraph Media Group, which has been trialling this solution in beta mode for the past month, credits it with raising programmatic income by 69% year-on-year.

"Criteo’s platform enables us as publishers to regain control over the tech stack, increasing competition among demand sources and optimising yield effectively," Paul de la Nougerede, ‎commercial product director at Telegraph Media Group, said.

Prior to Criteo’s solution, managing inventory through a "waterfall" was a manual process and inefficient, de la Nougerede added. The header bidding solution connects with Criteo’s demand-side granting the publisher a clear view of the full value of impressions bought on the platform, he added. 

"One of the key drivers for this growth is that header bidders have access to our whole audience so they can match the right advertisers to the right audiences in a more efficient way than previously," de la Nougerede said.

Compared with other solutions on the market, Criteo claims its direct bidding solution avoids latency thanks to its more than 21,000 global ad servers. It is also plugged into more than 150 publishers and accounts for $1.5bn (£1.15bn) in global ad spend.

"Scale is key for us and essential if header bidding is to realise its promise," Marc Grabowski, executive vice-president global supply and business development at Criteo, said. 

While Criteo has had header bidder solutions in place for awhile, these solutions do not necessarily present a win-win scenario for both advertisers and publishers. A criticism of header bidding solutions in the past is that it benefits the publisher over the advertiser.

Criteo claims this new solution benefits both parties. Publishers gain greater transparency and eliminate third-party fees. Advertisers gain expanded access to inventory and increased media buying efficiencies. 

"As we shift our buying to this new solution, we expect our clients to achieve higher campaign performance from the solution’s media buying efficiencies. We’re already averaging 20-40% higher publisher revenue for Criteo’s ad buys, translating into higher value for advertisers, as well," Grabowski said.