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.