JUSTTAG Group

Maximize Publisher Revenue with Smart Bidding Strategies

Relevant Digital published findings from a Prebid performance study analyzing server-side, client-side, and parallel bidding across real publisher environments. The results highlight performance differences among the three implementations and show how testing can translate into measurable gains for publishers. Parallel bidding generated the most substantial overall revenue, while server-side bidding improved speed, load times, and viewability by reducing browser workload. Client-side bidding remained competitive, particularly in eCPM due to richer browser-level signals. The study emphasizes that there is no universal setup; performance depends on environment, configuration, and SSP partner behavior. It also underscores the value of hybrid parallel setups, where server-side is selectively enabled for SSPs that benefit most. A culture of testing and data-driven decisions is encouraged to improve yield with manageable complexity.

Publishers Gain Edge with Demand Path Optimisation Strategies

Relevant Digital released the Demand Path Optimisation (DPO) Survey among leading independent SSPs, finding that publishers who actively manage and enrich their inventory can gain a competitive advantage in programmatic advertising. DPO shifts focus to the sell side, urging publishers to influence how inventory is packaged, filtered, and routed to demand for greater efficiency and transparency. SSPs increasingly expect publishers to be more active in inventory structuring, filtering, and availability; transparency, signal quality, and enriched bid requests are identified as essential. About 30% of respondents supported selective pre-auction filtering, but only when done strategically to protect quality. Petri Kokkonen, CEO of Relevant Digital, notes that DPO is not a universal fix, but highlights signal quality, transparency, and collaboration with SSPs as the real levers for success. Floor price management remains important in open auctions, with less control in curated deals, while accurate user identifiers, contextual signals, and technical metadata in bid requests are key monetisation factors.