Client-side header bidding, also known as browser-side header bidding, is an approach to implementing header bidding. In this method, a publisher embeds code within a webpage’s HTML, allowing direct communication with their SSPs (supply-side platforms) or other demand partners. The code responsible for facilitating communication with the publisher’s demand partners is executed directly by the web browser of the visiting user in a client-side header bidding setup.

This stands in contrast to S2S header bidding, also known as server-side header bidding, where a code actively sends a request to a header bidding server. The header bidding server then manages all requests to the publisher’s SSPs and other participating demand sources.

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