Server Side Header Bidding

Server side header bidding improves speed which lets publishers increase bid density and yield.

Server side header bidding.

The process is essentially the same way ssps and dsps integrated for years except this time the ssps are integrating with each other. If the speed benefit is big enough it could offset that audience coverage gap kane said. No header in video heading bidding. 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 works similarly to the client side variety. There is the downside risk of auctions where audience targeting would have been possible in a client side. But the cost of that speed is cookie loss. Leverage ezoic to add header bidding to your website to improve ad rates competition for your site s inventory.

Speed up ad operations with server side header bidding which allows running auctions outside the publisher s web page. The portfolio of product review and tech sites turned off most of its header bidders last month and moved to server to server integrations with the same partners. Industrywide server to server is considered a logical next step after header bidding. Now publisher s can collaborate with as many media buyers as they.

Ezoic is a free platform for websites. Add server side header bidding to your site today. One notable side effect of header bidding adoption is that it puts pressure on google s doubleclick for publishers ad server which through its dynamic allocation feature lets adx but no. Header bidding while incredibly buzzy has its drawbacks.

Header bidding container is hosted by smartyads ad server and all incoming and outgoing calls go through our remote server. Increase competition and make ad partners compete to get the best deals. 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. Server side header bidding still has a few kinks that need to be ironed out for it to be accepted by the ad industry making client side header bidding the go to implementation for many publishers and advertisers.

What is server side header bidding. The header bidding vendor which in turn sends requests to ssps ad exchanges. With server to server publishers are now have method that takes the strain from their pages. 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.