To reply your problem, Sure, SSPs really need to cooperate with each other to facilitate S2S header bidding. Generally, the tag on webpage SSP with use of the shopper needs to combine with all one other SSPs that want to be able to bid on that stock server side. It’s a great deal like The standard DSP integrations an SSP would conduct, Considering that the SSP is submitting a bid and anticipating a gain notification and rate reduction, identical to a DSP would. If a publisher had been to host their unique auction server – which incidentally I feel might be unusual and unwise for a range of reasons, they'd essentially act as an SSP and possess to perform all one other SSP integrations for server side communication.
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Measurement within the In-App ecosystem varies tremendously from standard desktop, the two regarding what can be done and how it's completed.
I would not consider it as a assured that server side header bidding is likely to make publishers extra money, just as much as SSPs might decide to placement it like that.
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It needs to integrate with all demand partners / bidders on behalf of the publisher, it should operate auction logic, it should send out acquire notifications, it should Invoice, and so on. The SSPs have presently performed the publisher progress do the job, provide the implementations mainly in place, it’s An important expense for DSPs / DMPs To do that function. Doesn’t signify it couldn’t materialize, but dsp marketing doesn’t look like a sensible expense for these companies to help make in my look at.
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