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VertaMedia, an award-winning video monetization platform for publishers, could win more awards going forward.

The company is set to launch an innovative new header bidding ad server. Its move is seen as an additional driver in the industry-wide shift towards server-side header bidding.

“The new ad server provides publishers with the technical functionality required to create a server-side header bidding ecosystem on their websites,” the company tells us. “Rather than header bidding occurring on the user’s browser, server-side integration speeds up the process, reducing latency and maximizing publisher yields by allowing bids from more partners simultaneously.”

Additionally, VertaMedia is boosting its ad server with RTB-bidder so that publishers can add any demand partner to the auction process (even if they can’t process header bidding calls). The beauty of this move? Bidding Transparency. The server will inform publishers if VertaMedia’s ad exchange has an ad to show, as well as establish a price before the ad call is made.

“Server-side integrations are clearly the future of header bidding, but they have introduced concerns around transparency,” said Alex Bornyakov, the CEO and founder of VertaMedia. “Our new header bidding ad server reduces latency and maximizes publisher yields, but also addresses these transparency concerns by allowing a wide pool of demand partners to be added and providing publishers with unique visibility into the bidding process.”

Video monetization platform VertaMedia helps publishers to maximize their inventory in an increasingly programmatic advertising ecosystem. Headquartered in New York, the firm is recognized as one of America’s fastest-growing private companies.

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