{"id":11350,"date":"2025-04-01T16:49:00","date_gmt":"2025-04-01T11:19:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=11350"},"modified":"2025-07-16T17:19:11","modified_gmt":"2025-07-16T11:49:11","slug":"client-side-header-bidding-vs-server-side-header-bidding","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/client-side-header-bidding-vs-server-side-header-bidding\/","title":{"rendered":"Client-side vs. Server-side Header Bidding: What to Choose?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Client-side header bidding vs server-side header bidding: <\/strong>Both techniques serve the same purpose – increasing bid competition and maximizing publishers’ ad revenue. But what really sets them apart, and how does it affect the auctions? Let\u2019s find out.<\/em><\/p>\n\n\n\n

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Header bidding<\/a> was introduced for publishers to reach out to more buyers and maximize yield. It served well for that matter. However, it came with its own challenges (page latency and browser limitations).<\/p>\n\n\n\n

Due to these challenges, it became imperative to deal with its drawbacks. Hence, server-side header bidding and client-side header bidding were introduced. <\/p>\n\n\n\n

Server-side header bidding, ad auctions take place on a centralised server instead of the user\u2019s browser. <\/p>\n\n\n\n

On the other hand, client-side header bidding operates through JavaScript running in the users\u2019 browsers. This script sends ad requests dynamically, typically when the page loads and as the user interacts with the content<\/p>\n\n\n\n

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What is Client-side Header Bidding?<\/strong><\/strong><\/p>\n\n\n\n

Client-side header bidding (A.K.A. browser-side header bidding or header bidding) is a process where publishers take the inventory to multiple demand partners as soon as an impression <\/a>becomes available.<\/p>\n\n\n\n

Every time an impression is available, ad requests are sent to demand partners to place their bids.<\/p>\n\n\n\n

Then, the bids are compared with the floor price<\/a> (set by the publisher). The highest bid is selected, and the winning bidder gets to display the ad.<\/p>\n\n\n\n

This entire auction is conducted using an auction tag (Prebid.js<\/a>)  on the publisher\u2019s website. <\/p>\n\n\n\n

In simple words, this process requires a header bidding wrapper<\/a> that goes into a web page\u2019s head code, and the publisher gets to select the number of demand sources to plug into the wrapper.<\/p>\n\n\n\n

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