Ad TechPublisher MonetizationServer-Side InfrastructurePrivacy & IdentityDigital Publishing

Server-Side Tech Will Drive The Future Of Publisher Digital Advertising Revenue

Josh Torok (originally published on Digital Content Next) Jul 29, 2020

Frequently Asked Questions

What is the main difference between client-side and server-side bidding?

Client-side bidding runs auction logic inside the user’s browser, which can increase latency and rely on browser behavior; server-side bidding moves auction and decisioning to servers, reducing on-page latency and giving publishers greater control over how and when bids are evaluated.

How does server-side tech improve user experience (UX)?

By shifting ad decisioning and resource-heavy processes off the user’s browser and onto servers, page load times and latency are reduced, resulting in a cleaner, faster user experience and less risk of UX degradation from client-side scripts.

Why is server-side important for identity and cookie deprecation?

As third-party cookies decline, server-side identity solutions let publishers implement alternative identity and attribution strategies (e.g., first-party data, server-side identity graphing) in a way that’s less dependent on browser policies and more defensible from a privacy and compliance perspective.

How does server-side give publishers more control over monetization?

Server-side logic allows publishers to implement their own decisioning, walled gardens, header bidding strategies, and identity solutions, reducing reliance on browser-dictated client-side behaviors and vendor-specific implementations, and enabling tailored monetization strategies.

AI-Generated Summary70-80% of original length

Original Article

Digital Content Next | July 29, 2020 - The browser wars take no prisoners - including publisher monetization. In Digital Content Next, Josh Torok, Nativo senior product manager, breaks down why the server-side is the solution.

Greater Autonomy, Sustainability and Innovation

Many publishers rely on client-side bidding for site monetization, but its dynamics aren’t always in their best interest. Client-side bidding promotes a poor UX due to latency, carry non-data regulation compliancy risks and lead to browser over-reliance. To extricate themselves from this ongoing cycle and futureproof their ad revenue, publishers should look to the server-side.

The Benefits of the Server-Side

The server-side brings publishers autonomy, sustainability and control of monetization through three chief benefits:

Optimal UX: The server-side enables publishers to optimize sites for faster load times and lower latency, creating a better user experience.
Identity Solutions: The decline of the third-party cookie places emphasis on the need for solutions to identifying, targeting and attributing actions to website visitors. Server-side solutions position publishers well for this next phase of innovation.
Control: When publishers rely on client-side bidding, they’re beholden to browser decisions. With server-side logic, publishers are empowered to build their own walled gardens and are in control of their monetization strategies.

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