{"page":"/blog/header-bidding-explained","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Question","Client side (Prebid.js)","Server side (Prebid Server)","Hybrid"],"rows":[["Where the auction runs","Reader's browser","Publisher or vendor data centre","Both, merged in Prebid.js"],["Browser requests","One per bidder","One to Prebid Server","One per browser bidder, plus one"],["How bidders recognise the reader","Each reads its own cookies","Cookie sync and shared IDs","Strong for browser bidders"],["Works in apps and CTV","No","Yes","Web pages only"],["Who runs it","Publisher's web team","Publisher or a hosting vendor","Both"],["Typical use","Top bidders on web pages","Apps, AMP, CTV, long-tail web bidders","Large web publishers"]],"sourceUrls":[[],[],[],[],[],[]]}