{"id":23400,"date":"2020-05-12T11:07:50","date_gmt":"2020-05-12T09:07:50","guid":{"rendered":"https:\/\/yieldbird.com\/?p=23400"},"modified":"2024-07-22T19:27:13","modified_gmt":"2024-07-22T17:27:13","slug":"which-type-of-header-bidding-solution-is-the-best-for-your-business","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/which-type-of-header-bidding-solution-is-the-best-for-your-business\/","title":{"rendered":"Client-side vs. Server-side: Which Type of Header Bidding Solution Is the Best for Your Business?"},"content":{"rendered":"\n

Header Bidding technology<\/a><\/strong> is pretty ubiquitous these days, and it is not such a hot topic as it was 3 to 4 years ago. Most publishers have had it implemented in their ad stacks; or considered doing so but then decided not to for lack of resources or knowledge, or simply because they didn\u2019t want to risk slowing down the page load time.

Many Publishers also do not know that they are using a type of Header Bidding which is not optimally suited to their needs, and that if they made a different choice while choosing a solution, or decided to switch it , they would not only improve their revenue take, but also limit internal costs and resources.

To help our Publishers make an educated choice in this regard, we have decided to provide a brief appraisal of the most popular Header Bidding solutions available on the market<\/strong>.<\/p>\n\n\n\n


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1. Client-side vs server-side<\/strong><\/h2>\n\n\n\n


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The divergence between the many types of Header Bidding is based on where the auction between SSP\u2019s<\/strong><\/a> implemented within the technology takes place. It can either be happening at the browser level or directly between the ad servers. <\/p>\n\n\n\n

\"Header<\/figure>\n\n\n\n


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A) Client-side solution<\/strong><\/h2>\n\n\n\n


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The solution which makes the bidding happen at the browser level is called client-side Header Bidding<\/strong>, because it takes place on the user\u2019s computer. It works in such a way that every time a page loads, an ad request is sent to the demand partners asking for their bids. After that, the demand partners perform their auctions and return the prices to the page header. Once this happens, the header passes the information to the ad server (with the help of key values) where the winning bid is determined. Following this, the user is served with the winning bidder\u2019s ad. As with every other type of Header Bidding, the client-side has both pros and cons.


– Pros of the client-side.<\/strong>

On the positive side, due to the fact that the bidding process happens in the browser, Ad Tech vendors representing Publishers and Advertisers are able to sync their cookies, which allows advertisers to identify the user on the Publisher\u2019s site (at least on the browsers that still allow the use of 3rd party cookies). Thanks to this. targeted and retargeted ad campaigns are more efficient via the client-side solution<\/strong>, which ultimately results in more revenue for Publishers.

Another benefit of using the client-side is that this solution is currently the most commonly used on the market<\/strong>, even after introduction of Open Bidding (EBDA) and the Unified Pricing Auction by Google, which undermined the additional value of the auction pressure created by the other SSPs in the auction


– Cons of the Client-Side.<\/strong>

Due to the fact that Header Bidding requires the implementation of additional scripts in the page header, in most cases the page loading time is increased, which can not only negatively affect the user experience<\/strong> but also limit the number of impressions loaded, along with their visibility<\/strong>. All of this combined can sometimes end up being more negative for the Publisher\u2019s business and outweigh the benefits of additional revenue and demand diversification. That is why the so-called latency issue is one of the main reasons why Publishers opt to go with server-side Header Bidding, or indeed to not use this technology at all.

Other negative sides<\/a> of using the client-side solution are:<\/strong>
– Compatibility with the older browser versions
– Multiplication of bids due to the use of various header partners
– Limited number of ad requests sent from the Header Bidding
– Risk of tampering with data validation on the browser level
– Worse performance on the older devices<\/p>\n\n\n\n

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