Criteo this week announced the launch of Direct Bidder for App, a new product for publishers to monetize inventory in-app, that uses header bidding.

According to Criteo, Direct Bidder for App is lightweight, with a flexible integration that helps publishers maximize app revenue. Direct Bidder for App doesn’t have waterfall, but a transparent bidding mechanism with an auction where the highest bidder wins.

Criteo says that Direct Bidder for App has a direct connection through Criteo’s App Bidding SDK, which gives publishers the opportunity to maximize access to the Criteo’s demand from brands and retailers across the globe.