Prebid Server-Side Integration: Why It's Important in Programmatic Advertising

In the ever-evolving landscape of programmatic advertising, staying ahead of the curve is essential for publishers and advertisers alike. One of the pivotal advancements that has gained traction is the implementation of server-side integration in the Prebid framework. 

Screencore launched the Prebid Server-Side Integration recently. This article will explain why Prebid integration is very important for us and how it will affect our customers and partners.

What is Prebid Server?

Prebid Server is an open-source solution for server-to-server header bidding. It supports a number of key use cases: mobile app, AMP, server-side web with Prebid.js, and server-side ad inclusion scenarios such as long-form video and audio.

Here's how Prebid Server generally works:

1. Ad Request: A web page or app requests of an ad impression.
2. Server-Side Auction: Instead of initiating the auction in the user's browser, the request is sent to the Prebid Server.
3. Auction Process: The Prebid Server communicates with various demand sources, such as ad exchanges and SSPs (Supply-Side Platforms), to gather bids for the ad impression.
4. Decision: The Prebid Server evaluates the bids and selects the highest-paying bid, taking into account various targeting and priority rules.
5. Ad Delivery: The winning ad creative is delivered to the user's browser to be displayed on the web page or app.

Benefits of Using Prebid Server

Benefits of using Prebid Server include reduced page latency, better user experience, more efficient ad auctioning, and potentially improved ad revenue due to increased competition among demand sources.

Prebid facilitates more control of ad inventory. Publishers can see which demand partners are bidding on their space and at what price. Prebid also reduces the likelihood of ad fraud and ensures that the most relevant and high-quality ads are served to visitors, boosting the quality of their interactions with your web pages.

Prebid helps to increase revenue potential. This instrument lets multiple demand partners bid for each impression, it increases competition and drives up prices, resulting in higher ad revenue for publishers. Economically speaking, publishers eliminate “consumer surplus” by charging each advertiser the maximum they are willing to pay for the space on the site. Publishers set their own auction rules and floor prices, giving them more control over the bidding process on your platform. Ultimately, it means better resource allocation and priority for brands that can benefit from your platform’s ad inventory the most.

Furthermore, Prebid supports various ad formats and platforms. As such, it gives users a more consistent experience.

Benefits of using Prebid Server include also reduced page latency, better user experience, more efficient ad auctioning.

Prebid And The Future Of Programmatic Advertising

Many experts predict Prebid will grow significantly over the coming years, offering the industry a newer, more efficient model for generating ad revenues online.

Here are some trends we expect for the near future:

1. Enhanced User Experience

With Prebid's ability to reduce latency and streamline the ad auction process, the user experience is poised to improve. Faster loading times and relevant ad content contribute to a more seamless and engaging user journey.

2. Increased Adoption of Header Bidding

It is also likely that publishers and advertisers will come to more fully understand the benefits of header bidding, making it the default programmatic advertising method in the future.

3. Increased Transparency and Control

Prebid's architecture allows publishers to have greater transparency and control over their ad inventory. This transparency empowers publishers to understand which demand partners are participating in auctions and at what prices, leading to more informed decision-making and potentially more valuable partnerships. Moreover, Prebid's auction mechanism can help in reducing the risk of ad fraud, as it involves a more competitive and transparent process. This can lead to a safer advertising environment and increased confidence from both advertisers and publishers.

4. More Demand Partners And Bid Sources

Lastly, the programmatic advertising ecosystem is becoming more complex. Publishers may rely on more than one demand partner and bid source to increase revenues. Hence, ad allocation systems must adapt to this reality and become more cross-functional.

5. Collaboration and Innovation

The open-source nature of Prebid fosters collaboration among industry players, encouraging innovation and the development of new features. This collaborative spirit could lead to the emergence of novel advertising technologies and strategies.

To Sum Up

Prebid is causing a revolution in the programmatic advertising sector through its provision of an open-source solution that simplifies real-time bidding for advertisers. It enhances revenue generation by stimulating heightened competition among brands vying for a finite ad inventory.

Getting started with Screencore's Prebid Server-Side Integration is easy! Just contact us here or during the site: https://screencore.io