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        "Programmatic Advertising, Reimagined DXP Ad Server runs server-side bid orchestration that eliminates client-side latency. Bid requests are processed in under 100ms with parallel demand source evaluation, automatic floor price optimization, and real-time fraud detection using behavioral fingerprinting. Dynamic Creative Optimization assembles ad creatives in real-time from modular components — headlines, images, CTAs, offers, and layouts — selected based on viewer segment, context, time of day, and historical performance. Each impression delivers a personalized creative variant. Cross-channel attribution measures ad impact across display, video, native content, and sponsored placements. Incrementality testing isolates the true lift from advertising versus organic behavior, preventing over-attribution to channels that are simply reaching customers who would have converted anyway."
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            "How does server-side bidding differ from client-side?",
            "Client-side bidding adds latency to page load as the browser contacts demand sources. Server-side bidding moves auction logic to the server, processing bids in parallel before the page renders. This eliminates ad-related page load delays while supporting more demand sources simultaneously."
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            "Yes. DXP supports standard IAB protocols including VAST, VPAID, and OpenRTB. It can act as a primary ad server or operate alongside existing ad infrastructure through header bidding integration."
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