If you’re considering using header bidding to speed up Page load time on your site, you should consider some important factors before you get started. These include Page load time and Infrastructure costs. Listed below are some of the pros and cons of header bidding. You may want to try it out for yourself. But be sure to read the following article carefully for all of the details. Here are some other tips for header bidding. We hope these tips help you get started.

Server-side header bidding

While the idea of server-side header bidding is exciting, it also presents some challenges. Unlike traditional header bidding, which has only had a small impact on AdX exchange by exchange, server-side header bidding can help publishers increase their revenue across multiple exchanges. While browsers have built-in limits to handle maximum simultaneous connections, servers will still make up to six requests per host and ten requests total. As a result, publishers can only add a few more partners at a time to their platform. In addition, it’s a pain to coordinate server-to-server connections, which could lead to contractual difficulties. Regardless, however, server-side header bidding has some advantages.

For publishers, a server-side header bidding solution offers increased yield and reduced latency. However, some publishers have chosen the client-side option because of its transparency and more equitable auction dynamics. It is possible for publishers to run both types of header bidding simultaneously to get a better understanding of which solution is best for their business. Ultimately, it’s up to you to determine which option offers the most benefits. If you are in the market for server-side header bidding, consider partnering with a provider that offers the best possible features.

Page load time

While it might seem obvious to improve page speed, the header bidding process requires a fast page load time. As with any other web content, header bidding requires an HTTPS connection and a secure server. In order to improve page speed, publishers should consider HTTP/2 compatibility in their hosting plans. This new protocol improves the flow of content between servers and clients. HTTP/2 requires a secure connection, so it’s a good idea to opt for a hosting plan that is HTTP/2 compatible.

Although header bidding is a great method to boost ad revenue, it can negatively impact page speed. Page speed can affect your Google search engine ranking and user experience. Header bidding requires the script to load instantly. If header bidding takes more time than usual, it can negatively affect the performance of your website, and your bottom line. Therefore, it is critical to implement header bidding correctly. While header bidding can improve page speed, it is best to implement header bidding on a test page to see what the effect is.

Infrastructure costs

Although header bidding is still in its infancy, its impact on publisher programmatic revenues is obvious. Its increased transparency is an added bonus for buyers in the mid-term. As buyers become more knowledgeable of header bidding, their CPMs will drop and they will be able to access more publisher inventory. Header bidding will continue to build momentum well into 2019.

One of the unintended consequences of header bidding is its impact on infrastructure costs, which disproportionately affect the buyers. As demand-side platforms process billions of ad impressions per day, they are forced to deploy hundreds of servers to handle the load. Because of this, header bidding is a significant expense. The cost of infrastructure, which can be as high as 50% of a publisher’s annual revenue, is far outweighed by its benefits.

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Damon Nelson
Damon Nelson

Entrepreneur, business consultant, software developer, and marketing professional. Many hats with one simple goal... help you make more money with simple automation, proven strategies, and a little common sense. Want to learn more? Check out what I've been reading lately.