Server Side Header Bidding Explained

The process is essentially the same way ssps and dsps integrated for years except this time the ssps are integrating with each other.

Server side header bidding explained.

In order to understand what is server side header bidding first we need to understand how normally header bidding also called as client side wrapper works. Or it is created by using open source projects such as prebid js and pubfood js. The header bidding vendor which in turn sends requests to ssps ad exchanges. Server side header bidding works similarly to the client side variety.

Server to server header bidding allows the auction operations to occur outside of the publisher s site browser. Here one header bidding partner acts as the container for all of the partners. No header in video heading bidding. Header bidding aka pre bidding advance bidding and holistic yield management is a programmatic process that enables publishers to collect multiple bids from various demand sources such as dsps and ad networks connected to ad exchanges and ssps at the same time before their ad server is called.

With client side header bidding separate requests are sent to the ssps ad exchanges from the video player whereas with server side header bidding a single request is sent to a server i e. Header bidding container is hosted by smartyads ad server and all incoming and outgoing calls go through our remote server. For publishers header bidding has quite a few benefits. Server side header bidding requires teamwork in a nontransparent environment.

Header bidding speed up ad operations with server side header bidding which allows running auctions outside the publisher s web page. The difference being instead of sending bid requests from the browser it sends them to the different header bidding partners via an external server where the auction is held remotely. Server side header bidding promises to improve latency scalability and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. Because that vendor in turn rounds up bids from all the other demand partners they must trust the vendor to run the auctions fairly.

Eliminate passbacks with a header tag integration you have a signal from the ssp in advance that they want the impression and have transparency on how valuable that single impression is. Publishers work with one vendor to do server to server header bidding. Header bidding also known as advance bidding or pre bidding is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to.