Server side bidding, also known as server-to-server bidding, is a programmatic advertising technique where the bidding process for ad inventory takes place on the server side rather than the traditional client side. This means that instead of the user’s browser sending bid requests to multiple ad exchanges, the server sends a single bid request to a central server, which then conducts the bidding process on behalf of the publisher. This method allows for faster and more efficient bidding, as well as increased transparency and control for publishers. Server side bidding is becoming increasingly popular in the digital advertising industry due to its ability to optimize ad delivery and increase revenue for publishers.