Entry Details

About the Entry

Category: 
All Content > Technical Article > Northeast

Title of entry: 
Elucidating The Intricacies Of Programmatic Advertising

Issue or Publication date:
Dec. 1, 2023

Publication name: 
AdExchanger

Publishing/parent company: 
Access Intelligence

View Website home page:
https://www.adexchanger.com/

Description of the enterprising work that went into this entry and its significance or impact on readers:

At AdExchanger, we cover and analyze the news – but our readers also come to us to learn about and understand complex topics.

With that in mind, we launched our AdExplainer series in early 2022 to serve as an educational tool that helps our readers get to the heart of some of the thorniest technical issues in the ad tech industry.

We dive deep into the foundational concepts of the programmatic ecosystem.

Although programmatic can be summed up rather simply as an automated process for buying and selling digital advertising – in practice, it’s anything but simple. Programmatic is a highly complex process that only becomes more so as the ecosystem develops and new technologies and concerns come into play.

In this piece, Associate Editor Anthony Vargas takes one of the most complicated topics in ad tech and explains it clearly so that even nonspecialists can understand the difference between server-side auctions and client-side auctions in the context of header bidding.

Header bidding – which came into wide use in 2014 to level the playing field after it became clear that Google was favoring its own ad exchange – is one of the most important and least understood techniques for maximizing publisher revenue. By allowing publishers to capture bids for an ad slot from a variety of demand sources, sellers can get the best price for their inventory.

But there are many nuances in that process, including how publishers choose to implement header bidding, which can happen via a client-side auction (where most of the processing occurs on a user’s device) or a server-side auction (whereby the processing happens on a remote server).

This is highly technical, in-the-weeds subject matter, but Anthony skillfully handles the material. He clearly explains the pros and cons of each approach and outlines typical use cases using accessible language.

This is the sort of information our audience comes to us for. We provide resources that demystify complexity and make it digestible so our readers can do their jobs more effectively.

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https://www.adexchanger.com/adexplainer/adexplainer-client-side-vs-server-side-header-bidding-whats-the-difference/

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