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Header Bidding Architectures in Ad Manager Hub

Overview of client-side, server-side, and hybrid header bidding in Ad Manager Hub, including configuration and testing options.

Ad Manager Hub supports three header bidding execution models: client-side, server-side (S2S), and hybrid. The architecture you choose affects revenue performance, page speed, and browser resource usage.

Client-Side

In a client-side setup, the auction runs in the user’s browser (via Prebid.js). The browser sends bid requests directly to SSPs and evaluates responses locally.

This approach typically delivers stronger identity matching and may improve CPM performance. However, it increases JavaScript execution and network requests, which can impact page load performance if not optimized.

Server-Side (S2S)

In a server-side setup, the browser sends a single request to an auction server. The server distributes bid requests to SSPs and returns the winning bid.

This reduces browser workload, lowers latency, and helps protect Core Web Vitals. Revenue performance may vary depending on demand partner identity matching and configuration.

Hybrid

Hybrid configurations run both client-side and server-side demand simultaneously. Some bidders execute in the browser, while others are routed server-side. All bids compete in a unified auction.

This model allows publishers to balance revenue optimization with performance control.

Configuring Architecture in Ad Manager Hub

Architecture can be controlled at two levels:

Bidder level – In the Bidders tab, each SSP includes an “Integration Type” setting where you can select client-side or server-side execution.

Site level – In Package Mode, you can choose:

  • Light Package – Optimized server-side configuration focused on speed and viewability.

  • Full Package – Enables both Prebid.js (client-side) and Amazon TAM integrations.

Changes can be applied without structural redevelopment.

Testing Execution Types

If you want to compare performance between client-side and server-side execution, use the built-in A/B testing framework. You can split traffic between two configurations and evaluate Net RPM, fill rate, and latency before deploying changes globally.