Mediavine Releases Platform For Server-To-Server Header Bidding

  • by January 12, 2021

Ad-management company Mediavine today released a platform that lets automated auctions for ad placements happen outside of a publisher's website, reducing the strain on web browsers. The solution has handled more than 300 billion bid requests a month, according to a company announcement.

Mediavine's custom-built OpenRTB server migrates traditional client-side header bidding to server-to-server (S2S) header bidding. The platform will bring together more than 20 supply-side platforms (SSPs) and demand-side platforms (DSPs) by the end of the first quarter.
S2S bidding differs from traditional client-side bidding that happens on a web browser, which can result in delays, browser timeouts and lower viewability of ads. Mediavine's OpenRTB aims to help publishers improve the revenue from their ad-supported websites.



Publishers historically saw lower revenue from S2S connections because of as cookie-matching at SSPs and DSPs, the company said.

Mediavine has experimented with S2S bidding in products such as Google Open Bidding and Prebid Server, but wanted to create its own solution, Phil Bohn, Mediavine SVP of sales and revenue, stated.
"In order to truly shift our entire operation in a way that makes sense for years to come, we knew we had to forge our own path," he said.
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