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A few years ago, server-to-server bidding emerged to address some negative effects of header bidding, particularly concerning ad loading speed and user experience.
While this integration is already adopted by the most mature players in the market, some are still evolving their client-side integration by reducing the number of integrated SSPs to minimize latency caused by the proliferation of ad calls through users’ devices. However, this strategy reduces competition and, consequently, the opportunities to sell at the best price.
Today, publishers can transform their programmatic stack and maximize their yield by integrating server-bidding and its various optimization levers without impacting performance, quite the opposite.
Server-bidding consolidates ad requests into a single call on a server, which then calls each publisher’s partner. Publishers can integrate as many SSPs as they want to increase competition and, therefore, opportunities to sell at the best price. It is no longer necessary to delete programmatic partners – contributors to revenue – to improve web performance.
Nexx360 is a 100% sell-side trusted third party. Its technical and operational teams work daily with all SSPs selected by publishers to maximize monetization for each.
“Since we integrated Nexx360, we have seen an increase in revenue on almost all SSPs, some of which are very significant: for two of our partners, we increased revenue by nearly 50%. When we multiply the sources of demand for the same SSP platform, for example, by connecting it to both client-side and server-side and in the server-side to multiple providers (TAM, Google, Nexx360, etc.), we do not observe cannibalization or negative effects. On the contrary, these integrations increase uplift because we accentuate the competition. With overall revenues increasing, we also observe a slight increase in server-side that captures some of the client-side revenue.”
Kevin Giot, Programmatic Project Manager at M6, in the Journal du Net |
If the publisher reduces the share of client-side integrated partners in favor of server-side, they can also have positive effects on the SEO of their sites. Page loading speed is part of Core Web Vitals, metrics integrated by Google into its search engine in 2020. Publishers are encouraged to provide a smooth experience to optimize their visibility on the world’s top search engine and improve the quality of their traffic. By attracting a larger audience that views content for longer durations, publishers can then better monetize their inventories.
With the Nexx360 platform, publishers can access an ad request filtering solution, also called throttling, at no extra cost. This offer allows publishers to offer higher quality inventory to their monetization partners. These partners are then better positioned to submit better bids.
Today, new opportunities are opening up for publishers to maximize their yield without sacrificing UX and/or the quality of their inventories. These solutions are often designed to simplify the daily lives of the publisher’s programmatic teams through easy integration, real-time tracking dashboards, and daily support.”
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