Server-to-Server Bidding
A Leap Forward In Programmatic Advertising Technology
What?
A process where entire bidding and auction happens on the server-side instead of within a client's browser. Server-side is a next step in the evolution of auction mechanism.
Why?
Client-side bidding and auction process is plagued with latency, low performance and lack of transparency issues. Server-side resolves all these issues and additionally optimizes the entire supply path.
How?
Publisher sends a single call to an exchange/SSP server which in turn conducts the bidding among demand partners through a direct server-to-server connection. Winning bid is returned to Publisher's ad server.
Server-Side vs Client-Side Bidding and Auction
Server-side bidding alleviates the incompetencies that come with client-side and prebid.js based header bidding processes
Server-Side Auction offers:
Easy implementation
Low latency
Shortest path to premium supply
No limit on no. of demand partners
Fast loading of video ads
How To Implement Server-Side Auction?
Start integration with Chocolate Premium, the world's first video SSP with 100% server-side auctions. An invite-only platform that connects leading premium brands with premium publishers at scale. To request an invite, reach out to us.
