Client-side or Server-side Header bidding?

2019/10/14

More than 70% of publishers use header bidding to boost eCPMs, increase fill rates, and maximize revenues. While client-side header bidding is an overall improvement over the waterfall, there are a few drawbacks. To address these issues, a new technology emerged: server-side header bidding. Both can be implemented by a publisher, but which best fits your monetization strategy?

Client-side header bidding

Client-side header bidding is a real-time competition between several demand sources that maximizes the number of demand partners bidding simultaneously on a publisher’s inventory. The process requires a wrapper that goes into a web page’s header, and the publisher gets to select how many demand sources to plug into the wrapper. Appnexus developed is own open-source wrapper, prebid.js.

What are the advantages of client-side header bidding?

What are the drawbacks of client-side header bidding?

Server-side header bidding

In server-side header bidding, the publisher chooses a server-side bidding technology partner to implement and host the solution. A single call is made from the web page to the third-party server, which then continues making calls server-side to all integrated demand sources. The wrapper sends all bids and prices back to the publisher, so pricing is extremely transparent. This is especially great for mobile, where high bandwidth is necessary to sustain the connection and ensure the ads are properly delivered. Several ad tech providers developed their own wrappers; Google has Exchange Bidding and Amazon has Amazon TAM. 

What are the advantages of server-side header bidding?

What are the drawbacks of server-side header bidding?

How to choose the right solution?

Unfortunately, there is no perfect header bidding solution. Both client-side and server-side header bidding have pros and cons. Study the advantages and disadvantages so you can figure out which best fits with your monetization strategy. Consider the type of inventory you have available, what the demand looks like at the present time, and the up-and-coming marketing trends. 

If you’re planning to sell your site’s advertising inventory programmatically, increase your programmatic revenue or modernize your operating models – Relevant Digital is the right partner for your needs. Read more here..

Source: Smart blog

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