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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Programmatic

Prebid Server

Free

Prebid Server is Prebid's open-source framework for running header bidding auctions in a server environment rather than entirely on a user's device. It supports web, mobile app, accelerated mobile pages, connected television, digital out of home, audio, native, and video use cases, with features such as caching, price floors, currency conversion, and analytics depending on the deployment. It fits publishers and platforms that need server-side scale or lower client workload and can operate or contract for reliable hosting, adapters, privacy controls, and monitoring.

Setupserver-side biddingopen sourceheader biddingpublisher infrastructure

What it does

Prebid Server moves the header-bidding auction off the user's browser and onto a server, so a publisher's page makes one call to the server instead of firing dozens of bidder requests from the device. The server fans the bid request out to demand adapters in parallel, collects responses, applies floors and currency conversion, caches creatives, and returns the winning bids to the page or app. Because the heavy lifting happens server-side, pages load faster and more demand partners can be added without bloating client latency. It supports web, mobile app, AMP, connected TV, audio, native, and video, and is typically run by publishers or vendors who can manage hosting, adapters, and privacy signals.

Where it fits

Prebid Server sits at the setup stage of programmatic monetization, hosting the header-bidding auction that feeds winning demand into a publisher's ad server.

Core features

  • Server-side auction across many demand adapters in a single client call
  • Support for web, app, AMP, CTV, audio, native, and video inventory
  • Price floors, currency conversion, and bid caching built in
  • Cookie syncing and privacy-signal handling (GDPR, CCPA, GPP)
  • Pluggable analytics and stored-request configuration
  • Open-source Go and Java implementations for self-hosting

Best for

  • Publishers needing server-side scale without client-side latency
  • AMP and CTV environments where client header bidding is limited
  • Platforms adding many demand partners to a single auction

Beginner notes

  1. Running it yourself means owning hosting, uptime, and adapter updates; many publishers contract a managed Prebid Server host instead.
  2. Server-side auctions complicate cookie matching, so plan user-sync and identity handling early to avoid match-rate loss.
  3. Start with a small set of vetted adapters and add demand gradually while watching latency and bid-response timeouts.
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Concepts behind this tool

Header Bidding

Header bidding lets multiple demand sources compete before the ad server makes its final decision.

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