What is a server-side header bidding platform?

Header bidding has been a hot topic in the programmatic advertising space for a few years. And with good reason – header bidding has been shown to increase publisher revenue by up to 30%. Despite this, many publishers hesitate to implement header bidding on their sites.

One of the main hesitations is that implementing header bidding requires setting up and managing a server-side platform. In this post, we’ll explain a server-side header bidding platform and why it’s worth considering for your site.

 Server-side header bidding platform:

A server-side header bidding platform is a tool that helps publishers improve their ad revenues by managing header bidding auctions on the server side. This means that all the auction activity takes place on the publisher’s servers rather than in the browser.

How Does Server-to-Server Header Bidding Work?

Server-to-server header bidding works similarly to client-side header bidding but requires less implementation. A small amount of JavaScript code must be placed in the website header to send an ad request to the demand partner.

When a user visits the site, the code in the head tag executes and causes the server to send bids to multiple demand sources.

The source with the highest bid wins, and the winning price is passed on to the publisher’s ad server. The winning bidder then competes with other advertisers trying to display their ads on the publisher’s site.

This system of auctioning off advertising space ensures that publishers get the best possible price for their ad space and that advertisers only pay for ad space that is actually worth their investment.

Benefits of using a server-side header bidding platform:

Header bidding can provide several benefits for publishers, including:

Increased revenue:

Server-side header bidding allows publishers to auction off their ad inventory to the highest bidder, resulting in increased revenue.

More control over inventory:

Publishers have more control over their inventory with server-side header bidding, as they can choose which partners are allowed to bid on their inventory and how much of it they want to sell.

Improved page load times:

Header bidding on the server side can improve page load times, removing the need for JavaScript code to run on the user’s browser. This improves performance by eliminating potential latency issues and reduces the risk of ad blockers being installed.

 Important things to consider while choosing a server-to-server bidding platform:

When it comes to choosing a server-to-server header bidding provider, there are a few key factors you need to take into account. Here’s what you should keep in mind when making your decision:

The number of ad exchanges they work with.

The more ad exchanges a header bidding provider partners with, the more demand they’ll have access to for your inventory. This means you’re more likely to get higher CPMs for your impressions.

The quality of their technology.

Make sure to check out reviews of the provider’s technology before committing. You want to ensure their platform is reliable and easy to use.

Their customer service reputation.

Once you’ve chosen a provider, you’ll want to be sure they can provide you with the support you need. Be sure to read customer service reviews to understand what to expect.

The price.

Make sure to compare the prices of different server-to-server header bidding providers before making your final decision. You don’t want to overpay for a service that you could get for cheaper elsewhere.

By keeping these factors in mind, you’ll be sure to choose the best server-to-server header bidding provider for your needs.

The Future of Server-side header bidding:

The future of server-side header bidding is looking bright. In the coming years, we can expect more publishers to move to this model to take advantage of its many benefits. Additionally, we can expect more providers to enter the market as demand increases.

As server-side header bidding becomes more popular, we expect to see more innovation in the space. This could include new features and capabilities that make it even easier for publishers to maximize revenue.

We can also expect to see more consolidation in the market as larger ones acquire smaller providers. This consolidation will likely lead to improved technology and more competition, benefiting publishers in the long run.

Overall, the future of server-side header bidding is looking very promising. This model will become more popular in the coming years, and we can expect many new developments in space.


If you’re a publisher looking to maximize revenue, server-side header bidding is a great way to increase revenue. This model provides many benefits, including increased revenue, inventory control, and page load. Choose a reputable provider with a good technology platform.


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