Server header bidding technology is faster and superior than the browser header bidding. More and more publishers are going to switch over to server side header bidding in the coming days.
There are some disadvantages with browser-side header bidding. With server to server connections, it is possible to call more partners at the same time. The more bid the publishers receive, the more yield for them. In server side header bidding, the auction operations occur outside the site browser of the publisher. Page latency is reduced as only one call is required in this type of bidding. Based on the type of the business and the requirement, some publishers prefer client side and another server side.
We cannot, however, say that server-side header bidding is the better version of the header bidding. There are some flaws in it, and one of the biggest is that the cookie match rate of the publisher is decreased by this technology. The cookie rate is said to decrease to seventy percent. This may result in decrease in bids and also the CPMs the advertisers pay.
However, these are only the early days of the server to server header bidding. It is already proved that the bid density and yield of the publisher increases with server-side header bidding. A sure number of partners can be added, and it is possible to save on latency. It is not clear whether this type of bidding will guarantee more money for the publishers. It is to be seen whether server-side header bidding will bring much-needed changes or not.