Server-to-server (S2S) header bidding has become one of the most talked-about tools in adtech. Publishers have already seen huge gains from the traditional client-side header bidding that has become so popular in the last year, and they’re excited to see how it can be improved on.
But for all the buzz around S2S header bidding, many publishers still aren’t sure if they should be trying it out. They may know that it improves latency, but what about other key monetization points like auction capacity and cookie matching?
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