Header bidding moved off the browser and onto a server. The client-side implementation runs in the user's browser, which adds page latency and is subject to ad blockers. S2S moves the auction to a dedicated server, reducing latency and removing the browser dependency. The trade-off is that cookie-based targeting is harder to execute server-side. The right implementation depends on your publisher's traffic profile and what your demand partners support.
Ad tech glossary
Prebid S2S (Server-to-Server)
Technical definition
A server-side implementation of Prebid that moves header bidding auctions from the browser to a dedicated server.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.
🍿 The microwave popcorn of media
Bragging about agency programmatic capabilities is a flex as strong as bragging about how good you are at microwave popcorn.
