Contrary to traditional header bidding, unified auctions run on the server-side instead of the client-side, leading to faster load times. Futhermore, unified auctions ensure only one bidding session runs per ad impression while header bidding selects a bid from multiple auctions (DSP and network-level) before sending it to the header bidding wrapper. Lastly, unified auctions combine all types of demand sources to compete for every ad impression in real-time. This includes server-side programmatic demand sources and client-side (SDK-based) mobile ad networks.