Lower match rates and reduced yields: Publishers’ concerns about server-side header bidding

Server-side header bidding may be a hot topic in certain publishing circles. But like any new technology, it has its weak spots. And not all publishers are convinced the trade-offs the method generates are worth it, yet.

The term is being used to describe the next phase of header bidding. Typical header bidding, known as “client-side or “browser-based header bidding” has become popular among publishers because of how much more revenue it can wring from programmatic ads by letting...

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