How Server-Side Header Bidding Can Increase Your Revenue
In the world of programmatic advertising, header bidding has become a popular method for website owners to increase their ad revenue. Header bidding allows multiple demand partners to bid on ad inventory simultaneously, resulting in higher bids and increased revenue. However, traditional header bidding has its limitations, including latency issues and discrepancies between bids and ad delivery. This is where server-side header bidding comes in, offering a more efficient and effective way to increase revenue. In this blog post, we will explore the financial benefits of server-side header bidding and how it can help website owners generate more revenue.
What is Server-Side Header Bidding?
Server-side header bidding is a newer method of header bidding that eliminates the latency issues associated with traditional header bidding. Instead of sending multiple requests to each demand partner, server-side header bidding sends a single request to a server-side platform that hosts all demand partners. The platform then conducts the auction and sends the highest bid back to the website, resulting in faster ad delivery and increased revenue.
Reduced Latency Leads to Higher Bids and Revenue
One of the primary benefits of server-side header bidding is reduced latency. Traditional header bidding requires multiple requests to each demand partner, resulting in longer load times and potential loss of bids. With server-side header bidding, the single request to the platform reduces latency and ensures that all bids are received and processed in real-time. This leads to more demand partners participating in the auction, higher bids, and increased revenue for website owners.
Greater Transparency and Control
Server-side header bidding also offers greater transparency and control for website owners. With traditional header bidding, discrepancies between bids and ad delivery can occur, resulting in lost revenue and frustration. Server-side header bidding allows website owners to have greater control over the auction process, including setting minimum bids and blacklisting certain demand partners. This results in a more efficient and effective auction process, with higher bids and increased revenue for website owners.
Improved User Experience
In addition to increased revenue, server-side header bidding can also lead to an improved user experience. Traditional header bidding can cause slow load times and potential ad collisions, which can negatively impact the user experience. With server-side header bidding, the reduced latency and more efficient auction process results in faster ad delivery and a smoother user experience.
More Demand Partners and Revenue Opportunities
Another benefit of server-side header bidding is the ability to add more demand partners and revenue opportunities. Traditional header bidding can be limited by the number of demand partners a website can work with, due to the latency issues and potential for lost bids. Server-side header bidding eliminates these limitations, allowing website owners to work with more demand partners and generate more revenue opportunities.
Cost Savings
Finally, server-side header bidding can also result in cost savings for website owners. Traditional header bidding can be expensive, as it requires additional resources and technical expertise to implement and manage. Server-side header bidding, on the other hand, is less complex and requires less resources, resulting in cost savings for website owners.
Conclusion
Server-side header bidding offers numerous financial benefits for website owners, including increased revenue, reduced latency, greater transparency and control, improved user experience, more demand partners, and cost savings. With its more efficient and effective auction process, server-side header bidding can help website owners generate more revenue and maximize their ad inventory. As programmatic advertising continues to evolve, website owners who adopt server-side header bidding will be better positioned to take advantage of new revenue opportunities and stay ahead of the competition. If you are a website owner looking to increase your ad revenue, consider implementing server-side header bidding to take advantage of its many financial benefits.
Blue Carbon is the creation of a group of advertising and marketing executives who recognized a real gap among website and publisher services where monetization is concerned. Most companies sell publishers into a single platform solution featuring programmatic advertising. Blue Carbon set out to change this by taking a holistic, 360 degree approach to a publisher’s business. We look at all of their digital assets and develop a customized solution to achieve their goals.
Since 2018, Blue Carbon has developed a reputation for innovative thinking, offering publishers creative solutions that drive revenue and their business.
The Blue Carbon team is comprised of seasoned executives with backgrounds in advertising, marketing and digital transformation, including:
Advertising agencies Technology consulting Digital sales Publisher networks Client marketing Data analytics Monetization
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