"The study found that parallel bidding generated the most substantial overall revenue, while server-side improved speed, load times and viewability thanks to reduced browser workload. Client-side bidding remained competitive, particularly in eCPM performance, benefiting from richer browser-level signals."
""There is no universal setup that works for every publisher," said Petri Kokkonen, CEO at Relevant Digital. "Performance depends heavily on each environment, configuration and SSP partner behaviour. The key is testing, experimenting, measuring and adapting based on real results.""
"Another major takeaway: different SSP partners performed differently depending on whether they used client-side or server-side bidding. This reinforces the value of hybrid parallel setups, where server-side is selectively enabled for SSPs that benefit most. In the long term, building a culture of testing enables publishers to make data-driven decisions, deepen their understanding of the monetisation environment, and improve yield without unnecessary complexity."
Parallel bidding generated the most substantial overall revenue. Server-side bidding reduced browser workload and improved speed, load times and viewability. Client-side bidding remained competitive in eCPM due to richer browser-level signals. Performance varied significantly by publisher environment, configuration and SSP partner behaviour, so no single implementation fits all publishers. Hybrid parallel setups enable selective server-side activation for SSPs that benefit most, combining revenue and performance gains. Sustained testing, experimentation and measurement support data-driven monetisation, deeper understanding of SSP dynamics and continuous yield improvement without adding unnecessary complexity.
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