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Server-to-server integration is fast becoming the obsession for publishers

Six months after British newspaper group Trinity Mirror integrated a server-to-server solution — the sequel to header bidding — the publisher is getting advertisers to increase their programmatic ad spending. In one test, it reduced an advertiser’s cost per acquisitions by 75 percent and got that advertiser to increase its programmatic spending by 175-fold, according to Trinity Mirror.

The parent of titles including the Daily Mirror and the Daily Record make 60 percent of its display ad inventory available programmatically. For its test, it shifted one-fifth of that to server-side ad auctions and all but dropped header bidding entirely, keeping just Amazon’s header bidding tool. Trinity Mirror improved its ad yields by 17 percent with header bidding.

But it sees server-side’s benefits going beyond higher CPMs, to regaining control over the auction process, reducing the number of ad tech middlemen and getting brand advertisers to spend more on programmatic, which historically has been the domain of direct response.

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