Server-side header bidding is a tremendous advancement in programmatic advertising that will increase site and revenue performance for our publishers.
Server-side moves the logic for header bidding from the client-side to the server-side. Using Mbid, the user’s web page makes a unique call to a third-party server, rather than multiple ad calls.
Servers are unconstrained by a limited number of ports and are therefore able to make multiple, simultaneous real-time calls to the publisher’s various demand partners. This allows publishers to work with many header bidding demand sources without harming the user experience.
Marfeel developed MBid utilizing open-source technology from the Prebid.org community. It has then been specially adapted to meet the needs of our publishing partners.
Each ad partner bidding on the inventory will have a different response speed. This means if the only header bidding solution you are using is client facing, your auction will only work as fast as your slowest bidder.
This leaves publishers dependent on the performance of the solutions they are using. To safeguard against latency, publishers are forced to use fewer partners. Fewer partners then result in lower demand competition, reducing the overall effectiveness of using header bidding.
With server-side header bidding, an auction for ad space with 10+ bidders can be executed to maximize competition and increase the value of a publisher’s inventory.
Additionally, Google AMP has deprecated support for remote.html which is the hook used for client-side. Server-side is now the only header bidding option to monetize AMP pages.
To give publishing partners maximum revenue on this channel, Marfeel implemented RTC (Real-time Configuration) where AMP makes a pre-flight request for each Ad Placement – the response for this request dynamically sets Key-values on the AdServer request.
The traditional latency from fallbacks and waterfall methods have been removed. This makes greater quality control possible as MBid integrates a layer of ad control at the server level. This layer detects bad creatives and malware before populating ad requests.
Moving to server-side bidding gives publishers the opportunity for high demand and increased competition without an increase in latency.
Marfeel will implement MBid alongside client-side, in a hybrid solution that uses MBid and client-side header bidding. This hybrid will deliver highspeed page loading, increased competition in bidding, and data-fed, curated adverts. As more SSPs adopt server-side header bidding and match rates are improved, Marfeel will be able to further optimize advertising revenue by automatically leveraging the advantages of both types of header bidding.