Prebid

What is Prebid?

It was developed in 2015 as an alternative to ‘waterfall’ auctions by prominent marketers and publishers, and it has now become the industry standard.

Because of its simplicity and efficacy, prebid has gained in popularity; it allows for greater competition among ad buyers, resulting in better CPMs for publishers. Furthermore, Prebid is simple to set up and can be easily applied on most ad servers. It’s become a key tool for publishers looking to optimise ad income and advertisers want to get the most bang for their cash.

What Is Prebid.js?

Prebid.js is an open source framework for marketers that want to deploy header bidding on their websites and applications. It operates by the use of a JavaScript element, which is placed on the web page or app and executed when the page loads. In order to obtain bids for the ad inventory, the tag sends a call to each ad exchange that the advertiser has established. The ad exchange then answers with bids, which Prebid.js receives. The JavaScript then detects which bid is the highest and shows the appropriate advertisement.

Prebid.js operates on the client-side, which means that all auctioning and decision-making occurs in the user’s browser. Prebid.js is not an ad server; rather, it is a tool that can be used in conjunction with an ad server, such as Google Ad Manager.

Prebid.js is the most widely used solution for implementing header bidding, and it is utilised by several large publications, including The Washington Post, Forbes, and Hearst. Prebid.js is also supported by a number of ad tech providers, including AppNexus, Index Exchange, Rubicon Project, and Sovrn.

What Is Prebid Server?

Prebid Server is an open source solution for implementing server-side header bidding. It operates by sending queries to ad exchanges to obtain bids for ad inventory, and then returning the bids to the ad server. The ad server then chooses the highest bid and shows the related ad.

Prebid Server operates on the server, which means that all auctioning and decision-making occurs on the server. In contrast to Prebid.js, which operates on the client side.

Prebid Server is less common than Prebid.js, but it offers some advantages over client-side header bidding, such as lower latency and greater control for publishers. Furthermore, Prebid Server works with a broader selection of ad servers, including Google Ad Manager and Amazon Publisher Services.

The Primary Distinctions Between the Two

Although they accomplish the same job, Prebid.js and Prebid Server work differently and have various benefits. Here’s a list of some of the most prominent.

Prebid.js handles the client-side of things, whereas Prebid Server handles the server-side. While both have advantages and disadvantages, server-side header bidding is typically regarded as more efficient due to the fact that client-side header bidding can cause page delay.

Prebid.js does not have an ad server, however Prebid Server does. This implies that if you’re using Prebid.js, you’ll need to connect to an ad server in order for the advertisements to appear on your website. Prebid Server, on the other hand, includes an ad server, which may save you time and money.

Prebid.js may be easier to set up than Prebid Server for marketers with less technical knowledge. The Prebid.org community manages it and provides a variety of tools to assist with installation.

Because header bidding occurs on the server side, Prebid Server allows publishers more control over the process than Prebid.js. This may be a significant benefit for publishers that desire more control over the advertising that appear on their site.

Prebid.js is more interoperable than Prebid Server with a broader choice of ad servers. Prebid Server, on the other hand, is compatible with a broader selection of ad exchanges.

Prebid.js and Prebid Server are both free to use. However, if you utilise Prebid.js, you will also need to employ an ad server, which might be expensive.