Is Server Side Header Bidding the future of Header Bidding?
By now most of the publisher have already tested the Header bidding solution and they have now full faith in the concept. It has already started generating lot of revenue for publishers.The buzz around it shows that some publishers are starting to consider it as a custom yield-optimising solution in order to drive maximum return.
But the cons like latency has always been raising a question on the future of Header Bidding. So all leading players like Google, Rubicon, PubMatic etc have been trying to come up with a solution to resolve it. Google Opens Up Dynamic Allocation To Outside Demand and is on verge of launching exchange bidding solution for publishers.
But the surprise has come via Amazon as they are rumored to be launching a product into this space in a bid to take on Google.The product is a header wrapper which will handle requests server side in the cloud, rather than from the site visitor’s browser, this has the benefit of reducing latency, which should increase ad performance & monetisation.
The server side approach is same approach that DFP’s Exchange Bidding In Dynamic Allocation (EBDA) uses. Publishers can use the new product to move all their header partners’ server-side, just like EBDA in DFP. But unlike Google, Amazon has no intention to act as a clearing house. It will let publishers and tech companies interact with themselves completely. Publishers will have sepearte contract with these tech companies and tech companies will pay directly to publishers. Also the solution is much cheaper and with the cost being a penny CPM. It is quite low than what publishers are paying as ad serving fee.
Ad requests will be handled on the server instead of in consumers' browsers, which may mean less lag time loading web pages. The entire auction process will occur in the cloud. So publishers biggest worry about header bidding (i.e Latency) will be take care of via such solution. So it will be a win win situation for adtech vendors and publishers both.
By now most of the publisher have already tested the Header bidding solution and they have now full faith in the concept. It has already started generating lot of revenue for publishers.The buzz around it shows that some publishers are starting to consider it as a custom yield-optimising solution in order to drive maximum return.
But the cons like latency has always been raising a question on the future of Header Bidding. So all leading players like Google, Rubicon, PubMatic etc have been trying to come up with a solution to resolve it. Google Opens Up Dynamic Allocation To Outside Demand and is on verge of launching exchange bidding solution for publishers.
But the surprise has come via Amazon as they are rumored to be launching a product into this space in a bid to take on Google.The product is a header wrapper which will handle requests server side in the cloud, rather than from the site visitor’s browser, this has the benefit of reducing latency, which should increase ad performance & monetisation.
The server side approach is same approach that DFP’s Exchange Bidding In Dynamic Allocation (EBDA) uses. Publishers can use the new product to move all their header partners’ server-side, just like EBDA in DFP. But unlike Google, Amazon has no intention to act as a clearing house. It will let publishers and tech companies interact with themselves completely. Publishers will have sepearte contract with these tech companies and tech companies will pay directly to publishers. Also the solution is much cheaper and with the cost being a penny CPM. It is quite low than what publishers are paying as ad serving fee.
Ad requests will be handled on the server instead of in consumers' browsers, which may mean less lag time loading web pages. The entire auction process will occur in the cloud. So publishers biggest worry about header bidding (i.e Latency) will be take care of via such solution. So it will be a win win situation for adtech vendors and publishers both.
