Header bidding has new opportunities for many publishers which is even considered one of the best innovations to maximize the online revenues for many ad tech companies. Header bidding is a process of the auction that enables ad publishers to collect multiple bids. The header bidding strategies are of two types –
1. Client-Side Header Bidding
2. Server-Side Header Bidding
1. Client-Side Header Bidding – Client-Side Header Bidding takes place on the user's browser. Mainly it sends ad requests to multiple demand partners. The highest bidder won the auction. This concept is said to give publishers a boost of 30-100% in ad revenue.
2. Server-Side Header Bidding – Server-Side Header Bidding doesn't take place on a server, rather it takes place on a server. The user's web page calls a third party server. Further, this passes the requests to other various demand partners.
Both the header bidder strategies have their pros and cons but now the question is which strategy works best for the publishers?
As per Adapex, Hybrid approach helps to get more online revenues. The header bidding solutions with advertising platforms like display advertising, native advertising, and even for AMP.
