Server to Server Header Bidding – S2S

In Order to fully grasp the advantages of Server to Server Header Bidding, commonly referred to as “S2S”. We need to understand how Traditional Header Bidding works, which is referred to as “Client Side Header Bidding”.

Client Side Header bidding runs auctions on User’s Browser, the auction takes more time to load & is capable of connecting with a limited number of demand partners i.e. 10-15.

It also slows down the website speed, since the User’s Browser & Internet connection plays an important role in how much time the Website & Auction would take to load, finally delivering an Ad.

Especially on Mobile, it’s a big issue, since mobile browsers send limited requests and sometimes leads to a situation where Header Bidding auction itself competes with the site-loading.

The solution for this, lies in Server to Server Header Bidding, Instead of running auctions on the browser. It runs on the Prebid Server, where there are no limitations to add demand partners & have amazingly better time-outs compared to Client Side Header Bidding.

It also doesn’t interfere with the site-loading as the auction is taking place on the Server separately from the User’s browsers, hence leading to a better performance of Website loading speeds.

Some Advantages for Header Bidding S2S (Server to Server) Product of House of Publishers are:

• Server-to-Server Header Bidding (S2S) is the newest evolution in ad serving technology, and S2S will become the industry standard by 2022.
• The basic premise of S2S is that the header bidding (“ad auction”) takes place on the server, rather than an individual web browser.
• The biggest advantage of S2S is SPEED with fewer timeouts, less latency, higher view-ability (which means increased revenue) and more power.

For Publishers who do not yet have the technical know-how or their own HB Setup, we offer them an Integration using our JS Tag for S2S (Server to Server) Header Bidding. It gives them 40% Boost in eCPM’s while improving their Fill-Rate. And chance to include many SSPs, exchanges, trading desks in one single tag without using Traditional or Waterfall models.

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