We are happy to announce that we have launched our pre bid server header bidding solution. We provide an holistic package by offering our customers adapter and managed wrapper joined by an internal hosted prebid server. Our customers can mix and match RTB server calls, Client header bidding and Server header bidding, applying the right tool to different business scenarios while improving their ROI. In addition we offer full transparency in our analytics module - all the data in one place in real time.
There are a few header bidding implementations and understanding the differences is necessary when evaluating and finding the best fit for a specific business scenario.
CLIENT-SIDE HEADER BIDDING vs SERVER-SIDE HEADER BIDDING
Client-side header bidding
Client-side header bidding also known as browser-side header bidding is the most common implementation today. In client-side header bidding there are multiple bid requests sent by the user’s browser in real-time to the participating ad networks during the initial page load. With client-side header bidding, advertisers bid on the inventory inside of the header of the publisher’s web page.
The biggest issue with client-side header bidding is what it can do to publishers’ page load times. More partners adds additional Java-script processes running on the web page, it can mean increased ad and page load latency.
Without optimization each ad partner bidding on the inventory will have a different response speed, so the auction works only as fast as the slowest bidder.
It is very important to engage with ad partners that have the ability to bid fast in order to lower the page load latency.
Client-side header bidding also limiting the amount of partners that can participate in the auction due to the limits of the web page resources. It limits the potential revenues.
Another important issue is the optimization of the auction. When the auction is executed on the web page the only possible optimization is mainly sorting by CPM (bid price) and not considering other aspects of the bid responses. The algorithmic optimization is limited.
Server-side header bidding
In server-side header bidding there is only one bid request to an external server which then sends the bid requests to all participating bidders. This allows the auction operations to occur outside of the publisher’s site browser, reduces the network latency and increases the number of bidders that can participate in the auction in a timely manner.
The main issue with server-side header bidding is that it depends on the performance of the external server or servers. When a publisher implements a server-side header bidding adapter, it is calling an external server that holds the auction. The efficiency of the auction depends on this external server capabilities. Another issue is transparency. The publisher is rarely exposed to the processes happening in the external server.
Gamoshi's programmatic platform, Gambid, is efficient and transparent. It combines different methods of integration like RTB, client header bidding and server header bidding and even custom protocols. Everything is translated into RTB protocol and an efficient RTB auction is being executed. As result, our customers get the best match between demand and supply and can use the optimal integration type for each business scenario.
In addition we provide full transparency in our analytics module, presenting all data in real time. For more info you can contact us at [email protected].