Exchange Wire: Browser-Side Vs Server-Side Header Bidding: How Does a Publisher Decide?


In the latest column from the IAB’s Display Trading Council, Michelle Raubenheimer (pictured below), director, business development, PulsePoint, along with co-authors James Prudhomme, managing director EMEA, Index Exchange, and Emma Newman, country manager, UK, PubMatic, clarifies the difference between client-side and server-side auctions and how publishers can decide which header bidding option is right for them, once they’re committed to it.

Despite recent industry coverage on server-to-server integrations, exemplified by the news of a collaboration between AppNexus and Index Exchange, many unexplained questions on server-side header bidding still remain amongst publishers. These range from those who are still getting to grips with it, and those who aren’t yet using it, to those who understand it, and then those who have partners in place to help maximise it.

Still, following? “Barely”, I hear you say? What this tells me is that, in our industry, the pace of change and tech innovation moves so quickly and that we as an ad tech community must start doing a better job of working together to help publishers grasp this fast-moving technology in a more simplified manner to help support their bottom line goals: monetisation and yield.

Read More at Exchange Wire

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