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How To Manage The Compromises In Server-Side Header Bidding

by AdExchanger //

The Sell Sider” is a column written for the sell side of the digital media community.

Today’s column is written by Adam Hecht, vice president of publisher monetization at Operative, a SintecMedia company.

It seems like only yesterday that publishers were excited for header bidding, the new innovation in programmatic ad management. Actually, it was only yesterday, but today is a new day, and server-side header bidding is now the hot topic.

Server-side header bidding refers to programmatic bid management that occurs off of the web page directly between the buyer’s and seller’s servers – or at least between the middlemen representing them.

Theoretically, server-side header bidding should speed up page load times, decrease the number of bids that time out and improve cookie recognition, increasing the amount of data-targeted bids. It could also help resolve header bidding’s issues with video and native ads.


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