Server-side header bidding: overview
Overview
With server side bidding, you can call Equativ server side by implementing a server side wrapper solution such as Amazon TAM or Google OB, in your website. The server side wrapper determines the winner among the called SSPs (Equativ and others) and sends it back to the page to display the winner’s ad, using your ad server.
Compared to Supply inventory with prebid.js header bidding, server side bidding produces less latencies and is easier to set up and manage. On the downside, server side bidding only allows for a limited access to user cookies, which means limited cookie syncing to track end users and consequently decreased spendings by buyers.
Workflow
- you set up your website with the server side bidding wrapper according to the wrapper documentation; supported wrappers include: Amazon Transparent Ad Marketplace (Amazon TAM), Google Open Bidding (Google OB), AdsByNimbus, Aniview, SpringServe, Publica, JW Player, Vidazoo and Prebid Server (see Supply inventory with Prebid server to learn more about the Prebid Server setup in the Equativ platform)
- the wrapper itself requests bids from all SSPs/DSPs/demand sources connected server side, including Equativ, while respecting all filters/rules you have defined in the wrapper dashboard
- the wrapper determines the winner and sends the ad markup back to the publisher page
- your ad server checks if there is a better ad to display using the wrapper’s winner price as a floor price (the ad server has the last look)
- if the ad server has no better ad, the ad of the winner determined by the wrapper is displayed
Comparison client side header bidding vs. server side bidding
This table compares key features and properties of client side header bidding with server side bidding:
| Client side header bidding | Server side bidding | |
|---|---|---|
| Auction management (determining the winner etc.) | auction management is done client side | auction management is done server side |
| Calling SSPs | the client side wrapper in the publisher page (head) calls the SSPs (one call per SSP) | the server side wrapper calls the SSPs server side in a single call |
| Control over inventory | full control over inventory: websites, pages, formats and script templates (rich media ads) can be created and configured; optimization can be done with the granular reports provided by Equativ | less control over inventory: websites, pages, formats and creative templates are not available; likewise, optimization based on these criteria is not possible because there is no granular reporting data by website/page/format/creative template |
| Integration on publisher website | the complete library (wrapper) with all rules is integrated in the website | only minimal code is integrated on the website; any rules/options/filters are defined server side in the wrapper dashboard |
| User identification (cookie syncing) for tracking and impact on revenue | full cookie syncing with full re-identification (user tracking) available based on client side cookies; thus, buyers are willing to pay higher CPMs since they “know” the users | cookie syncing only if the auction was won; automatic cookie syncing can be disabled on demand for individual callers |
Supported inventory
Server side bidding is supported for display, video and native inventory in web, in-app and AMP environments.
Connected wrappers
The wrappers Equativ is connected with include:
Prebid Server has a a different setup than other wrappers, more details can be found in the Supply inventory with Prebid server article.
Activation
To enable server side bidding, follow these instructions:
- get back to your Sales representative at Equativ to sign the contract addendum for server side bidding
- sign up with the server side bidding vendor (Amazon TAM, Google OB or Adhese Gateway)
- get back to your technical account manager at Equativ to enable the connection between the wrapper and Equativ
- if needed, request and check the documentation of the server side bidding vendor
There is no need to place any code from Equativ on the publisher page.
Setup in Monetization
The setup in Equativ's system is easy to accomplish since there is no need to set up websites, pages, formats or RTB+ insertions in Equativ. At the same time, this simple setup means that you cannot target/apply deals or delivery rules to websites, pages, formats or RTB+ insertions.