“The Sell Sider” is a column composed by the sell side of the digital media neighborhood.
Todays column is written by Mike Chowla, Sr. Director of Product Management, PubMatic.
Header bidding is now extensive and successful on the web, and Prebid.js is the most extensively used solution. The majority of publishers using Prebid are still utilizing the exact same client-side bidding setup Prebid initially launched in 2015. The marketing environment has progressed substantially since that initial launch, but publishers have not evolved their tech in line with these modifications..
Googles newest changes have actually made it even more important that publishers review their header bidding tech..
Today, with cookies on the decline, server-to-server (S2S) bidding is the better choice for a lot of publishers. S2S also provides a huge benefit when it comes to page load speed.

Today, with cookies on the decrease, server-to-server (S2S) bidding is the much better option for many publishers. Server-to-server bidding supplies a clear efficiency benefit for page load times. With client-side bidding, the finest case is the internet browser must make one network call for every demand partner. Further, S2S bidding likewise solves the central stress that has challenged header bidding considering that its beginning. Including demand partners enhances yield, however with client-side bidding, every additional demand partner slows down the page load.

Cookies are still disappearing.
The main advantage of client-side header bidding had actually been better cookie match rates relative to server-to-server. With Googles statement that Chromes elimination of third-party cookies is postponed up until 2023, numerous in the advertising community might be tempted to lose concentrate on preparations. That is a huge error..
In the United States, third-party cookies are currently gone on 50% of marketing impressions due to consumer- and browser-side cookie stopping. Transferring to server-to-server now for the post-cookie world could right away offer the full benefit on half of the offered impressions. The advantage of much better cookie match rates for client-side bidding is subsiding..
As publishers embrace alternative IDs, standard cookie IDs are ending up being lesser. Information from AdStage benchmark reports combined with PubMatics internal data showed that impressions with registration-based identity have 1.9 x better money making than those utilizing cookies. Transferring to addressability options established for post-cookie success brings real money making advantages now and can offset any money making effects due to lower match rates when relocating to server-to-server bidding..
Google Web Vitals.
Server-to-server bidding provides a clear efficiency advantage for page load times. With client-side bidding, the best case is the web browser must make one network call for every need partner. With contemporary high-functionality web pages, the browser must pack lots of things and perform a great quantity of code to render the page.
Core Web Vitals includes three metrics to assess page experience, 2 of which are straight impacted by page load times. Server-to-server can drastically minimize the prospective unfavorable impact of header bidding on Web Vitals ratings.
Demand partners are here.
Server-to-server bidding now offers need that rivals client-side integrations. At the beginning of 2018, when Prebid Server was in its infancy, there were only nine demand partners offered. Since July 2021, there are 118 demand partners readily available, and these partners include the large bulk of offered need across numerous formats, consisting of display screen, video, mobile in-app and CTV..
Even more, S2S bidding also deals with the central tension that has actually challenged header bidding since its creation. Including need partners improves yield, but with client-side bidding, every additional demand partner slows down the page load. With server-to-server bidding, theres negligible effect on page load times because the server is doing the heavy lifting..
Moving to server-to-server.
For publishers, the greatest challenge in moving to server-to-server is needing the server part. The path picked depends on the publishers scale, internal technical abilities and what activities they desire to focus on from a tactical viewpoint.
The greatest page efficiency gains come from moving all partners. Hence, a great first action is using server-to-server bidding for web browsers that have currently ended assistance for third-party cookies, such as Safari and Firefox.
As with any modification to ones monetization stack, the finest practice is to A/B test changes first prior to committing to it, so all differences– both bad and great– can be examined. Nevertheless publishers pick to start, the time is now to start making the shift to server-to-server bidding..
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