Serverseitiges Header Bidding (SSHB) is a programmatic advertising technique where the bids are processed on the ad server, as opposed to client-side header bidding.
In the world of programmatic advertising, the competition for ad impressions is fierce. With the widespread usage of programmatic advertising came better and more efficient techniques, one of them being server-side header bidding.
Most publishers and advertisers have turned to server-to-server header bidding. This is because server-side header bidding helps combat the primary issues of latency and page performance. It puts the auction into an external serverseitige Plattform anstelle des clientseitigen Browsers auf der Website des Herausgebers.
Die Technologie ermöglicht die Verbindung mit Servern für blitzschnelle Auktionen und bessere Transparenz. Es bietet sowohl Publishern als auch Werbetreibenden die gleichen Erfolgsaussichten.
Server-side Header Bidding Explained
Server-side header bidding is a type of header bidding that enables ad buyers to bid on the Anzeigeninventar in real time. It is also known as server-to-server header bidding or S2S header bidding.
What’s unique about S2S header bidding is that the bids are processed on the server rather than the user’s browser, allowing for faster and more efficient ad serving. By definition, the bidding process taking place on the user’s browser is known as Clientseitiges Header-Bieten. AdPushup is one of the client-side Header-Bidding-Plattformen that you can work with to maximize your ad revenue.
Offenes Bieten by Google is a great example of server-side header bidding, where the Google Ads-Manager manages the auction.
Wie funktioniert serverseitiges Header Bidding?
The SSHB works on a server, which reduces latency and allows for more demand partners to participate in the auction. It involves several steps:
1. A Publisher sends the ad request to an external server hosting a Header-Bidding-Wrapper.
2. The Wrapper sends the ad request to multiple nachfrageseitige Plattformen (DSP).
3. The DSPs receive and analyze the ad request to determine if they want to bid on the ad inventory.
4. If the DSP decides to bid, it sends its bid to the header bidding wrapper.
5. The wrapper receives the bids from the DSPs and selects the highest bid.
6. The winning bid is then returned to the publisher’s ad server, which displays the ad on the website in real time.
Server-Side Header Bidding vs Open Bidding
Es gibt zwei beliebte Methoden zur Durchführung programmatische Werbung auctions. While both follow the same procedure (server-side auctions), the naming creates all the difference.
Server-to-server header bidding has become a popular method for programmatic advertising auctions. It allows for faster communication between servers, which increases the number of Angebotsanfragen. It is a broader concept that includes multiple Ad-Server across various ad exchanges. In S2S header bidding, types of auctions include open auction, private marketplace (PMP) und bevorzugte Angebote.
However, with open bidding, it is only limited to Google Ads-Manager. You can consider open bidding to be a subset of server-to-server header bidding as it only pertains to auctions via GoogleAdx and its pre-approved open bidding partners. In other words, open bidding is specifically developed by Google for open auctions within its ummauerte Gärten.
Rolle von Demand Side Platforms beim Server-to-Server Header Bidding
The demand-side platforms (DSPs) in S2S header bidding allow advertisers to bid on ad inventory in real time. Also, the process of bidding for Anzeigenimpressionen occurs in the cloud, which allows for more efficient and scalable bidding. DSPs are one of the most important programmatische Werbeplattformen, zusammen mit Angebotsseitige Plattformen und Anzeigenaustausch.
DSPs connect to the publisher’s ad server via API rather than using a browser-based solution. It allows for faster communication between the two parties, which leads to a transparent auction process.
It is recommended that publishers work with an experienced ad tech partner or ad network to ensure proper implementation of S2S bidding.
Server Side Header Bidding Benefits
While both server-to-server and client-side header bidding offer similar differences, a few aspects of server-side header bidding sets it apart, reduced latency being the most predominant one.
Here are top 4 benefits:
Für Verlage:
The top benefit of server-to-server header bidding is the ease of managing bids from different ad exchanges. It also allows us to determine the highest bid and then serve the winning ad for the user. There are several benefits that include:
Erhöhte Werbeeinnahmen: Since server-to-server header bidding enables multiple DSPs to bid on inventory simultaneously, publishers can receive higher bids and increase their ad revenue.
Optimized Fill Rate: With server-to-server header bidding, more demand partners can bid on the given impression which can increase the chances of filling all the available ad inventory.
Latenz reduzieren: Eliminating the need for multiple JavaScript tags reduces the Latenz associated with traditional header bidding. It ensures that the ad impression is loaded faster, improving the User Experience.
Faster Ad Decision-making: As the bids are processed by the ad server, it doesn’t have to wait for all demand partners to bid on the impression before making a decision, leading to faster ad serving.
Für Werbetreibende:
Here are some benefits of S2S header bidding for advertisers:
Erweiterte Reichweite: Server-to-server header bidding allows advertisers to bid on premium and high-quality ad inventory that they couldn’t access via traditional methods.
Reduced Ad Fraud: Server-to-server header bidding helps reduce Ad-Betrug, as it provides a more secure environment for advertisers. This is because SSHB (server-side header bidding) uses server-to-server auction technology that allows for more robust Betrugserkennung und Präventionsmaßnahmen.
Detailed Bid Insights: With S2S, advertisers can see the actual bids placed by each DSP. It allows them to make more informed decisions about their ad campaigns.
Effective ROI: SSHB ermöglicht Werbetreibenden den Zugriff auf mehr Daten, beispielsweise First-Party-Daten, die für ein besseres Targeting verwendet werden können. Dies kann zu effektiveren Kampagnen und einem höheren ROI führen.
Herausforderungen im Zusammenhang mit serverseitigem Header Bidding
Being well-versed in the benefits of S2S header bidding for both publishers and advertisers might have convinced you to switch. But before making any decision, you should also know the downsides associated with server-to-server header bidding.
Hohe Kosten: Setting up server-to-server header bidding can be an expensive process that requires partnering with vendors, applying new technologies, and training. This is something that many publishers won’t be able to afford. This makes it harder for publishers to completely switch to server-to-server header bidding.
Komplexes Setup: Understanding the complex setup of S2S header bidding requires a good amount of technical knowledge. This form of bidding requires integration with another platform and handling multiple bids from demand partners. The complex setup can be hard for some publishers to handle at first.
Reduzierte Transparenz: Since external vendors moderate S2S auctions, publishers don’t have much control over the whole process, which results in reduced visibility. Compared to client-side header bidding auctions, where publishers can see much more information, SSHB auctions can be challenging.
Limited Ad Targeting: With cookies not being a factor in server-to-server header bidding, ad targeting gets more limited than client-side header bidding auctions. This can greatly affect ad personalization and revenue.
Knowing the problems you will be facing when switching to server-to-server header bidding auctions, now let’s discuss how you can handle these problems in the next section.
Serverseitiges Header Bidding vs. Clientseitiges Header Bidding
| Merkmal | Clientseitiges Header-Bidding | Serverseitiges Header-Bidding |
| Ort der Auktion | Takes place in the user’s browser. | Takes place on the publisher’s server. |
| Prozess | Multiple JavaScript tags from various DSPs compete in a real-time auction within the browser. | The publisher’s ad server communicates with DSPs, collects bids, and sends the highest bid to the website. |
| Latency | Higher latency due to multiple JavaScript tags being loaded in the browser. | Lower latency as the auction is handled on the server side, reducing the need for multiple JavaScript tags. |
| Benutzererfahrung | User experience can be impacted due to increased load time. | Improved user experience with faster page load and better ad viewability. |
| Number of Demand Sources | Limited by the number of JavaScript tags that can be loaded. | Can access more demand sources as there is no limitation on the number of tags. |
| Potenzial für Werbeeinnahmen | Lower due to fewer demand sources. | Higher due to increased competition from more DSPs. |
Schlüssel-Kompetenzen
To conclude, server-to-server header bidding is a programmatic advertising method to maximize ad revenue by allowing multiple demand partners to compete for an ad inventory. The server-to-server header bidding creates a fair and transparent auction process.
Revenue growth and improved user experience are two main benefits of server-to-server header bidding. That makes it a worthwhile investment for publishers.
- The server-to-server header bidding allows for a fair and transparent auction that maximizes publisher ad revenue.
- Es ermöglicht Herausgebern, ein besseres Benutzererlebnis zu bieten.
- Es gibt Publishern und Werbetreibenden mehr Kontrolle über den Bieterprozess.
Mit der Header-Bidding-Lösung AdPushup können Publisher ihr Anzeigeninventar in Echtzeit für Gebote mehrerer Nachfragepartner öffnen. Loslegen Die deutsche Version ist <a>hier</a> verfügbar.
Häufig gestellte Fragen
Ja, die Implementierung herkömmlicher Header-Bidding erfordert zusätzliche Infrastruktur und technisches Fachwissen. Publisher und Werbetreibende müssen vor der Implementierung von S2S den potenziellen Nutzen gegen die Kosten abwägen.
Die Implementierung von Server-zu-Server-Header-Geboten kann technisch komplex sein und zusätzliche Ressourcen erfordern. Darüber hinaus kann die Verwaltung mehrerer Nachfragepartner und die Optimierung von Angeboten zeitaufwändig sein und spezielles Fachwissen erfordern.
It depends on various factors, including the size of your audience, the complexity of your ad stack, and your goals for revenue growth and user experience. Consulting with an expert will help you determine if server-to-server header bidding is the right solution for your needs.
There is no correct answer to this; both server-side and client-side header bidding have their pros and cons, which put them above each other in different scenarios. To determine which bidding method is correct, publishers should evaluate their website and choose the most suitable one.
Ja, Publisher können den hybriden Ansatz wählen und sowohl serverseitige als auch clientseitige Header-Bidding-Auktionen auf ihren Sites durchführen.
Google AdSense verwendet das CPC (Kosten pro Klick) method to pay publishers, while header bidding uses CPM (cost-per-impression) to pay publishers.
Ja, kleine Websites können serverseitiges Header Bidding für ihre Bestände durchführen. Dies ist jedoch nicht ratsam, da die Gewinnspanne für kleine Unternehmen bei S2S-Auktionen begrenzt ist.
