Publisher Monetization

Prebid Server — Definition & Explanation

The server-side companion to Prebid.js that moves header bidding auctions from the browser to a dedicated server. Reduces page latency, supports more demand partners, and improves mobile performance, though cookie match rates may be lower.

How Prebid Server Works

Prebid Server receives a single request from Prebid.js, fans out bid requests to all configured demand partners simultaneously using server-side OpenRTB, collects responses, and returns the auction results to the browser in a single response.

Why Prebid Server Matters for Publishers

For large publishers with 10+ demand partners, Prebid Server significantly improves page performance by reducing client-side auction overhead. The latency reduction can improve Core Web Vitals scores.

Frequently Asked Questions

Should I use Prebid.js or Prebid Server?

Start with Prebid.js. As your partner count grows and page performance becomes a concern, Prebid Server can be added in a hybrid configuration.

Does Prebid Server work with Stellor Media?

Yes. Stellor Media has a Prebid Server bidder adapter available for publishers who implement server-side header bidding.

Does Prebid Server reduce cookie match rates?

It can, since server-side requests don't carry browser cookies. However, using a server-side ID like UID2 mitigates this impact.

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