{"id":26337,"date":"2020-12-15T09:07:04","date_gmt":"2020-12-15T15:07:04","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=26337"},"modified":"2021-08-17T08:58:45","modified_gmt":"2021-08-17T13:58:45","slug":"server-to-server","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/server-to-server\/","title":{"rendered":"Server-to-Server: The Future of Header Bidding"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Server-to-Server: The Future of Header Bidding<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2020-12-15T09:07:04-06:00\">December 15, 2020<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>Just as we were ahead of our time with <a href=\"https:\/\/www.mediavine.com\/what-is-seo-introducing-the-mediavine-search-engine-optimization-series\/\">Search Engine Optimization<\/a>, digital publishing and running an <a href=\"https:\/\/www.mediavine.com\/top-tips-for-working-from-home\/\">all-remote workplace<\/a>, Mediavine was into header bidding before it was cool. <\/p>\n\n\n\n\n\n<p>In fact, we\u2019ve been using <a href=\"https:\/\/www.mediavine.com\/what-is-header-bidding\/\">header bidding<\/a> before it even had a name \u2014 it was simply the technology we used to power our auctions when we began offering <a href=\"https:\/\/www.mediavine.com\/what-is-mediavine-ad-management-and-so-much-more\/\">ad management services<\/a>.<\/p>\n\n\n\n<p>Without getting too deep into <a href=\"https:\/\/www.mediavine.com\/ad-tech-glossary\/\">ad tech<\/a> history, the industry switched to header bidding from <a href=\"https:\/\/www.mediavine.com\/digital-advertising-a-short-history-y2k-edition\/\">waterfalls<\/a> because it was both faster and more efficient \u2014 both fairly important considerations. <\/p>\n\n\n\n<p>This enabled us to utilize real time bidding and live auction prices instead of using historical averages to determine winners. It was a game changer, and now, the game is changing again.<\/p>\n\n\n\n<p>Server-to-Server Header Bidding, commonly stylized as S2S, is the newest evolution in ad serving technology.<\/p>\n\n\n\n<p>Mediavine has been moving toward S2S for the past year and a half. We predict the rest of the industry will follow, much like they did with the client-side header bidding of the past five years.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table.jpg\" alt=\"hands typing on laptop on a wooden table\" class=\"wp-image-26368\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-320x214.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-768x513.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-554x370.jpg 554w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-343x229.jpg 343w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-280x187.jpg 280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-335x224.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-347x232.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-520x347.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/hands-typing-on-laptop-wooden-table-640x427.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-client-side-header-bidding-the-current-technology\">Client-Side Header Bidding: The Current Technology<\/h2>\n\n\n\n<p>Before we talk about the next iteration of header bidding, it\u2019s important to understand the \u201cold technology\u201d or the current technology, depending on your point of view and where one is in the evolution.<\/p>\n\n\n\n<p>In <em>traditional<\/em> header bidding, or client-side header bidding, auctions are run in real time<strong> on the user\u2019s web browser<\/strong> (this process is sometimes referred to as browser-side header bidding).<\/p>\n\n\n\n<p>This means that before ads can load, the user\u2019s browser sends network requests to each of the bidders in the auction. <\/p>\n\n\n\n<p>In today\u2019s market, that can easily mean 10-20 different bidders \u2014 and thus 10-20 network requests that must be sent out before the ad server can finally start serving ads using <a href=\"https:\/\/www.mediavine.com\/lazy-loading-ads-mediavine-ads-load-200-faster\/\">lazy loading<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-1024x682.jpg\" alt=\"graphic showing that the browser sends network requests out to ~10 bidders\" class=\"wp-image-26366\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-1024x682.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-1536x1024.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-1170x780.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-800x533.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-520x347.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01-640x427.jpg 640w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/S2S-graphic-01.jpg 1667w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>On a mobile device, that many requests begins to be a problem. Mobile browsers generally only send a few requests at a time, meaning header bidding could compete with the site itself loading.<\/p>\n\n\n\n<p>This is also not great for ad loading speed. All those requests mean a second or two of waiting for the auctions to complete before calling the ad server, which then runs its own auction and determines a winner. <\/p>\n\n\n\n<p>You\u2019re often talking almost three seconds for the auction, and potentially even more for the ad to complete rendering. Three seconds is actually a long time \u2014 long enough to negatively impact <a href=\"https:\/\/www.mediavine.com\/ad-viewability-the-why-and-how-to-make-your-ads-more-viewable\/\">ad viewability<\/a>.<\/p>\n\n\n\n<p>As an industry, we justified this for a while because it was still light years faster and way more efficient than those truly old-fashioned waterfalls, however it&#8217;s become clear that this is no longer good enough.<\/p>\n\n\n\n<p>Mediavine prides itself on optimum <a href=\"https:\/\/www.mediavine.com\/mediavines-pagespeed-resources\/\">pagespeed<\/a> and viewability, and we knew there was room for improvement.<\/p>\n\n\n\n<p>The solution? Stop running header bidding within the web browser and instead run it on a server. That\u2019s where S2S comes in.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-server-to-server-s2s-explained\">Server to Server (S2S) Explained<\/h2>\n\n\n\n<p>Server to Server (S2S) Header Bidding uses the same concept as client-side header bidding, but instead of requesting the bids directly from the web browser, the <strong>client requests bids from a server<\/strong>, which sends the bids to the <a href=\"https:\/\/www.mediavine.com\/what-is-an-ad-exchange\/\">ad exchanges<\/a>.<\/p>\n\n\n\n<p>This means the client makes just a single request to the server, while the server makes those 10-20 requests to the servers of the ad exchanges. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic.jpg\" alt=\"server to server. browser sends 1 network request out to a server that sends bids to the ad exchanges\" class=\"wp-image-32677\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-520x346.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-640x426.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>Hence the name \u201cserver to server.\u201d Mediavine&#8217;s header bidding server is communicating directly with the ad exchange servers.<\/p>\n\n\n\n<p>Remember when we talked about mobile devices and mobile browsers before? With S2S, as an ad is about to load, the client (or browser) only sends out a single request, while getting back those same 10-20 bids to submit into the ad server for the auction.<\/p>\n\n\n\n<p>For something a casual reader might never notice, S2S actually makes a world of difference to publishers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk.jpg\" alt=\"young woman in business attire working at a computer\" class=\"wp-image-26370\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-520x346.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/young-woman-business-attire-working-computer-desk-640x426.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-advantages-of-s2s\">The Advantages of S2S<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-fewer-timeouts\">1. Fewer Timeouts<\/h3>\n\n\n\n<p>Again, many mobile browsers limit how many simultaneous requests you can make, which can mean some exchanges getting dropped from the auction altogether \u2014 what our industry calls a \u201ctimeout.\u201d<\/p>\n\n\n\n<p>Every timeout is essentially money left on the table. What if the top bid wasn&#8217;t received before the auction ended, or the ad rendered?<\/p>\n\n\n\n<p>To simplify this even more: Browsers are slow. The &#8220;servers&#8221; we refer to when talking about S2S are fast. <\/p>\n\n\n\n<p>These are expensive, professional-grade internet connections designed to rapidly process this kind of volume. Compared to a phone running off a battery with a cellular connection, it&#8217;s night and day.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-less-latency-higher-viewability\">2. Less Latency -&gt; Higher Viewability<\/h3>\n\n\n\n<p>Since S2S is so much faster and more efficient at returning bids, you don\u2019t have to wait as long for the process to complete.<\/p>\n\n\n\n<p>That means less latency, or what computer nerds call the delay before transfer of data begins following an instruction for its transfer.<\/p>\n\n\n\n<p>With less latent (sometimes called low-latency) delivery, you can shorten what\u2019s called the auction timeout \u2014 the length of time you\u2019re willing to wait for the bids you send out to come back to you.<\/p>\n\n\n\n<p>This is a long way of saying that with a tighter auction timeout, less time elapses before you can render an ad. That means the ad is more likely to be seen, which means higher viewability.<\/p>\n\n\n\n<p>And higher viewability, as you all know if you read the <a href=\"https:\/\/www.mediavine.com\/meet-the-new-mediavine-com\/\">Mediavine blog<\/a>, means more money in your pocket.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-more-powerful\">3. More Powerful<\/h3>\n\n\n\n<p>There are multiple options for running S2S, ranging from off the shelf products like Prebid Server, Amazon Transparent Ad Marketplace and Google Open Bidding, or, to try building it yourself.<\/p>\n\n\n\n<p>If you know Mediavine, you can probably guess the route we went. <\/p>\n\n\n\n<p>Much like our in-house <a href=\"https:\/\/www.mediavine.com\/mediavine-video-player-seo\/\">Mediavine video player<\/a> or our <a href=\"https:\/\/www.mediavine.com\/mediavine-cmp-our-commitment-to-gdpr-transparency-and-privacy\/\">CMP<\/a>, we built our own in-house S2S server based on the OpenRTB (Real-Time Bidding) specifications from the <a href=\"https:\/\/www.mediavine.com\/iab-releases-covid-19-advertising-impact-report\/\">Interactive Advertising Bureau<\/a> (IAB).<\/p>\n\n\n\n<p>Our own server not only gives us insane computing power, but also levels of customization and flexibility that third-party options lack. <\/p>\n\n\n\n<p>Mediavine&#8217;s custom integrations enable us to do so much more processing on the backend, while ensuring optimal bid requests are sent out to the right partners. S2S put us and our publishers ahead of the pack.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone.jpg\" alt=\"\" class=\"wp-image-26371\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-320x214.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-768x513.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-554x370.jpg 554w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-343x229.jpg 343w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-280x187.jpg 280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-335x224.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-347x232.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-520x347.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/man-standing-by-brick-wall-smiling-at-phone-640x427.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-disadvantages-of-s2s\">The Disadvantages of S2S<\/h2>\n\n\n\n<p>There\u2019s a reason the entire web hasn\u2019t adopted S2S yet. <\/p>\n\n\n\n<p>There are some significant roadblocks that have historically prevented many in the advertising ecosystem from moving over.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-it-s-complicated\">1. It\u2019s Complicated<\/h3>\n\n\n\n<p>Traditional \/ client-side \/ browser-side header bidding has become easy to run thanks to Prebid.js. Server side is doable as well, if you use hosted solutions like Amazon, Google or even versions of Prebid Server.<\/p>\n\n\n\n<p>Translation: Building your own server to do this means putting up giant data centers prepared to handle billions of requests a month.<\/p>\n\n\n\n<p>It requires significant technical knowledge and resources that most companies couldn\u2019t dream of handling themselves. <\/p>\n\n\n\n<p>Luckily, Mediavine has the best engineers in the business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-user-matching-issues\">2. User Matching Issues<\/h3>\n\n\n\n<p>This is actually the most complex obstacle to S2S. <\/p>\n\n\n\n<p>As you\u2019re likely aware, there are these things called <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">third-party cookies<\/a>. They&#8217;re used for what is called \u201cuser matching\u201d or figuring out the anonymous ID that corresponds to a user and matching that up to an advertiser\u2019s anonymous ID for that user.<\/p>\n\n\n\n<p>Without getting too technical, cookies can only be read via web browsers, not on servers. Introduce a server into the ad serving equation, and you lose the ability to read a user\u2019s cookies. <\/p>\n\n\n\n<p>Basically, you need to do your own user matching or cookie syncing, in order to parse all those IDs from the cookies and transmit them to the server to make the necessary requests.<\/p>\n\n\n\n<p>This is typically where most S2S solutions fall apart, and Mediavine had to spend considerable resources to overcome this roadblock.<\/p>\n\n\n\n<p>Of course, this will be something of a non-issue once third-party cookies go away and are replaced by <a href=\"https:\/\/www.mediavine.com\/grow-me-first-party-data-and-the-future-of-advertising\/\">first-party data<\/a> but we&#8217;re not there in earnest yet, and this was major hurdle we had to clear before going S2S.<\/p>\n\n\n\n<p>Are you wondering whether the user matching and overall complexity is worth it, since the old header bidding seemed to work pretty well?<\/p>\n\n\n\n<p>Since we&#8217;re running it, I think you know the answer.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"550\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch.jpg\" alt=\"\" class=\"wp-image-26369\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-320x220.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-768x528.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-375x258.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-538x370.jpg 538w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-333x229.jpg 333w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-272x187.jpg 272w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-335x230.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-347x239.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-520x358.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/woman-using-laptop-on-couch-640x440.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-mediavine-uses-s2s\">How Mediavine Uses S2S<\/h2>\n\n\n\n<p>We\u2019ve experimented with S2S for years via products like Amazon and Google Exchange Bidding, and even tested Prebid Server.<\/p>\n\n\n\n<p>However, in order to truly shift our entire operation in a way that made sense for years to come, we knew we had to forge our own path.<\/p>\n\n\n\n<p>We\u2019re excited to announce publicly for the first time that we&#8217;ve built our own custom OpenRTB server, known as the Mediavine Exchange.<\/p>\n\n\n\n<p>Running for over two years now as we&#8217;ve refined its capabilities, our custom OpenRTB server handles more than 300 billion bid requests a month, which is just a bonkers number to think about.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-going-full-s2s-in-2021\">Going Full S2S in 2021<\/h2>\n\n\n\n<p>With nearly all of our <a href=\"https:\/\/www.mediavine.com\/ad-partners\/\">ad partners<\/a> already migrated to the Mediavine Exchange, client-side header bidding is headed toward retirement in 2021 after a distinguished six-year career. We thank it for its service!<\/p>\n\n\n\n<p>Our plan is for Mediavine ad operations to be fully server-to-server next year, which may not sound like a huge deal, but most of our competition has only recently started to dip its toes in S2S. <\/p>\n\n\n\n<p><em>We have a two-year head start.<\/em><\/p>\n\n\n\n<p>In this increasingly privacy-centric world, we are adapting to stay ahead of the curve, as we always have. Being fully S2S in 2021 puts Mediavine and its publishers at a significant advantage amid these sweeping changes.<\/p>\n\n\n\n<p>We&#8217;re very fortunate and excited to have the resources necessary to bring industry-leading technology to independent publishers \u2014 innovations that even the largest publishers on the internet are still dreaming about.<\/p>\n\n\n\n<p>We are forever grateful to our <a href=\"https:\/\/www.mediavine.com\/mediavine-publishers-grow-exponentially-after-joining-heres-why\/\">Mediavine publishers<\/a> for giving us the opportunity to build the industry\u2019s leading S2S solution.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-base-black-color wp-block-outermost-social-sharing-link\">\n\t<a 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tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Just as we were ahead of our time with Search Engine Optimization, digital publishing and running an all-remote workplace, Mediavine was into header bidding before it was cool. In fact, we\u2019ve been using header bidding before it even had a name \u2014 it was simply the technology we used to power&#8230;<\/p>\n","protected":false},"author":5,"featured_media":26356,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-26337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Server-to-Server: The Future of Header Bidding - Mediavine<\/title>\n<meta name=\"description\" content=\"Mediavine has been moving toward Server To Server for the past year and a half, because it&#039;s the future of header bidding.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/server-to-server\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Server-to-Server: The Future of Header Bidding\" \/>\n<meta property=\"og:description\" content=\"Mediavine has been moving toward Server To Server for the past year and a half, because it&#039;s the future of header bidding.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/server-to-server\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-15T15:07:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-17T13:58:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/overview-man-typing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/server-to-server\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/server-to-server\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"Server-to-Server: The Future of Header Bidding\",\"datePublished\":\"2020-12-15T15:07:04+00:00\",\"dateModified\":\"2021-08-17T13:58:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/server-to-server\/\"},\"wordCount\":1668,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/server-to-server\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/12\/overview-man-typing.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/server-to-server\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/server-to-server\/\",\"name\":\"Server-to-Server: The Future of Header Bidding - 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