What Is Header Bidding And How To Execute It

Posted by

[]The header bidding technology started to establish in 2015, and has considering that assisted many publishers to grow their profits by as much as 40% (and even, in some cases, to levels of 100% or more.)

What Is Header Bidding?

[]Header bidding is an innovative strategy where publishers offer their ad inventory to lots of advertisement exchanges, also called Supply-Side Platforms (or SSPs), simultaneously before making calls to their advertisement servers.

[]Here are the steps a publisher needs to pass to have this technology power up its monetization.

  • Apply to SSP partners and get approval.
  • Carry out Prebid.JS on website.
  • Set up advertisement server.
  • Pick an approval management system.
  • Test and debug.

Applying To SSP Partners

[]There are numerous SSP partners offered in the list to apply, however I would like to discuss what I believe to be the most popular ones:

  • TripleLift.
  • Index Exchange.
  • Amazon UAM/TAM.
  • Xandr (previously AppNexus).
  • Teads.
  • Pubmatic.
  • Sovrn.
  • Verizon.
  • Magnite (previously Rubicon).
  • OpenX.
  • Sonobi.
  • GumGum.
  • Sharethrough.
  • Unurly.

[]One requires to find their online application form and go through the business’s verification process. For instance, in the case of Xandr, the contact page appears like this:

Screenshot from Xandr, December 2022 Pay attention to the []minimum inventory size required to be eligible for applying. Yes, that is an incredible high of 50M advertisement impressions a month. You may need rather an outstanding site to be able to apply to some of the advertisement networks. We will call them additional bidders, as they bid on inventory in real time. However, not all SSPs have such high thresholds for application.

[]For example, Sharethrough just requires 20M ad impressions. Besides, they think about also audience quality, traffic geolocation, just how much time users invest in the site, etc. It generally takes a few weeks after using to be authorized and onboarded

[]with them, so it can be a fairly time-consuming procedure that might even take months to end up. How Does Prebid.js Work? In nutshell, here is how Prebid.js works. When a user opens a webpage, an advertisement demand is made to all bidders(SSP partners). Bidders react with their CPM bids– let’s say$1

[]and$ 1.50– and Prebid.js makes a demand to the ad server, with the highest

[]CPM targeting. In this case, that would be $1.50. At the advertisement server, in our case, Google Advertisement Manager, the demand is gotten and it understands that somebody is

[]paying $1.50 USD CPM for an ad. It runs another auction with Google Adsense or AdX. If Google provides a higher CPM, then the Google Advertisement will be served. If not, our advertisement with $1.50 CPM will win, and be served

[]by our SSP partner. Screenshot from Google Ad Manager, December 2022 The technique here is that auctions take place in real-time, which produces buying pressure on Google AdX to pay the greatest

[]CPM possible. If Google AdX does not have any competitors, it will use the most affordable CPM possible– as it wants to buy stock for the most inexpensive price

[]possible. With header bidding, bidders are able to compete and push CPMs (and therefore revenue) up. There are two ways to implement header bidding

[]: Client-side: When the auction runs via JavaScript in the web browser. Server-side: When the auction is

[]operated on the server. Let’s talk about client-side header bidding. How To Execute Client-Side Header Bidding In order to set up header bidding, we need to carry out Prebid.js on our website and configure our

[]Google Advertisement Manager(or ad server).

Execute Prebid.js On Your Site Prebid.js []is a header bidding platform that has more than 200 demand sources incorporated. You need to select the SSP partners you are working with

from the customize page and download the library []constructed for your particular setup. Don’t forget to choose Permission Management modules to comply

[]with GDPR and GPP personal privacy requirements. Below is the sample code drawn from the main paperwork. var div_1_sizes=[ [300, 250]

[], [300, 600]]; var div_2_sizes= [[

[]728, 90], [970, 250]]

Fundamental Prebid.js Example



[]Let’s break down the code above.

  • The first lines fill all required JS files and our tailored Prebid.JS file.
  • Ad slots are specified in the adUnits array variable.
  • In the adslot definitions, you can see the SSP partners’ names and IDs you will be given when onboarding when them.
  • googletag.pubads(). disableInitialLoad(); is contacted us to disable ad request to be sent out to Google Ad Manager until Prebid.js finishes the auction.
  • pbjs.requestBids work calls SSP partners and determines the winner.
  • initAdserver() function is called to send out an ad request to the Google Advertisement Supervisor with hb_pb key, which contains the winning CPM worth, e.g. hb_pb=”1.5 ″. (This step is gotten in touch with establishing Google Ad Manager in the next action.)
  • When Google Ad Supervisor gets the demand with the winning quote, it runs its own auction in Google AdX, and returns either the AdX advertisement with a greater CPM, or the advertisement of the winning SSP.

[]For your specific case, you may need to code in a different way and change the setup, however the concept remains the same.

[]Aside from that, I wish to rapidly go over how to implement lazy loading, due to the fact that it is a little bit various.

How To Execute Lazy Loading

[]The Google tag for publishers has a lazy loading structure which will not work in the case of header bidding.

[]This is since you need to run an auction, and identify and set key worths before sending out a request to the ad server.

[]Because of that, I would recommend using the Crossway Observer API to figure out when to load the ad in the HTML

tag when it is about to participate in the viewport.

alternatives = relative to document viewport rootMargin: ‘1500px’,; your_observer = brand-new IntersectionObserver( observer_handler, options ); your_observer. observe( goog_adslots [i]; []In the observer_handler call back function, you can run the prebid auction and call the ad server.

function observer_handler( entries, observer) dynamicAdUnit = []; pbjs.addAdUnits(dynamicAdUnit); slot = window.googletag.defineSlot(‘ function lazySlotPrebid(slot, div_id) pbjs.que.push(function() // endd of initDynamicSlotPrebid []Now, let’s jump on setting up the ad server using Google Ad Supervisor.

How To Establish GAM For Header Bidding

[]Advertisement servers require to have dozens of price concern line items with essential hb_pb targeting all possible CPM values, such as hb_pb=0.04, hb_pb=0.03, etc hb_pb crucial worth targeting

[] This is the bottom line that makes the header bidding engine work. The auction runs in the browser on page load.

  • The winning SSP partner is sent out to GAM with a crucial worth targeting hb_pb = 2.62.
  • Because the order has the very same CPM worth, GAM comprehends that there is a bid at $2.62.
  • GAM runs an AdX auction and needs to pay more than $2.62 in order to win the bid and display a Google Ad.
  • []As I mentioned above, you would need to build line items in GAM with particular granularity, say 0.01– and for the CPM variety $0-$20, you would require to create 2,000 line items, which are difficult to do manually.

    []For that, you would require to utilize GAM API.

    []Regrettably, there are no solid services that you can merely download and run in one click.

    []It is a rather complex task, however thanks to contributors who built API tools (despite the fact that they are not actively supporting them), we can still modify it a little and make it work.

    []Let’s dive into how to establish Google Ad Manager and understand the following:

    Action 1: Enable API Gain Access To

    []In the Google Advertisement manager Worldwide > General settings section, make sure API access is enabled.

    []Click on the Include service account button and create a user with the sample name “GAM API USER” and email “[email protected]” with admin rights.

    Screenshot from Google Advertisement Supervisor, December 2022 Step 2: Develop A New Project

    Browse to Google API Console

    []Qualifications page. From the project drop-down, choose Produce

    []a brand-new job, get in a name for the task, and, additionally, modify the supplied Task ID. Click Develop.

    []On the Qualifications page, []select Create credentials, then select Service account key.Select New service account, and choose JSON

    []. Click Produce to download a file including a private key. Screenshot from Google API Console Qualifications page, Deccember 2022 Screenshot from Google API Console Credentials page, Deccember 2022 Fill out the service account information you’ve developed above. Assign the role “owner” and produce the service account OAuth2 qualifications. Then, click on the developed user and create JSON type secret, and download it. Screenshot from Google API Console Credentials page, Deccember 2022 Action 3: Download Project Download the job zip file and

    unzip it, directory site(additionally, you can utilize the git command tool to clone the repo). Install author for your operating system in order to develop the task. Step 4: Change your PHP.INI Modification your php.ini( situated at/ xampp/php/php. ini)file and allow”

    []extension=soap”by getting rid of”;” in front of and set”soap.wsdl _ cache_ttl=0″ and restart Apache from the control panel of XAMPP. Step 5: Produce Subfolders And Build The Task As soon as you have whatever set up

    and unzipped, open composer.json file and modification”googleads/googleads-php-lib”:”^ 44.0.0 “to use the most recent variation” googleads/googleads-php-lib “:”^ 59.0.0″. Check for the most fresh version at the minute you perform this. Browse and replace in/ app []/ folder of the job”v201911″with” v202202″, since that git job was

    []n’t updated since 2019, to use the most recent variation path of libraries. Open the command line of your PC and switch to the directory where you have actually unzipped the files(using cd command or right-click inside the folder” Git celebration here “if you have actually git set up), and run author upgrade in the PC terminal or git terminal. It will produce subfolders and build the task. Step 6: Establish Your Google Advertisement Manager Credentials Move the downloaded JSON key “gam-api-54545-0c04qd8fcb. json” file into the root folder of

    the job you have actually constructed. Next, download adsapi_php. ini file []and set up your Google Ad Supervisor qualifications in it. networkCode= “899899” applicationName =”My GAM APP” jsonKeyFilePath=”

    []D: xampp htdocs dfp-prebid-lineitems gam-api-54545-0c04qd8fcb. json”scopes=”https://www.googleapis.com/auth/dfp” impersonatedEmail =” [email protected]”jsonKeyFilePath is the outright directory path to the JSON crucial file in the folder root. Action 7: Set The Material Of The File Lastly, navigate to the file/ script/tests/ConnexionTest

    []. php and set the material of the file like listed below: putenv(‘ HOME =’. dirname( __ DIR __ ).

    “/./” ); need __ DIR __.’/./ []./ vendor/autoload. php’; $traffickerId=(new App AdManager UserManager ()) -> getUserId (); if(is_numeric($traffickerId)) else In your terminal(or git celebration console) test the connection by running the command(if you remain in the/ script/tests/ folder). php ConnexionTest.php You should see a message”= == =Connection okay====” Action 8: Configure The Parameters Browse to the

    file/ script/tests/ConnexionTest. php in your task and open it. Copy and paste the listed below code into that file, and configure the criteria in the $entry and$containers ranges per your needs.

    []putenv(‘ HOME= ‘. dirname (__ DIR __).”/./”); require __ DIR __.’/././ vendor/autoload. php ‘; usage App Scripts HeaderBiddingScript;$bucket_range=variety(); $Your_Advertiser_Name=’Sample_Advertiser’; $pails=[“pails”=> [[‘precision’=> 2,’min ‘=> 0,’max’= > 4.00,’increment’= > 0.01], [‘ accuracy ‘= > 2, ‘min’ => 4.01, ‘max’ => 8.00, ‘increment’ => 0.05],]]; foreach ($ pails [” pails”] as $k => $bucket)

    []Additionally you can likewise define ‘geoTargetingList’ => “dz, pk, ke, pt” or custom-made crucial worth targeting customTargeting’ => [‘ amp_pages’ => yes’] if you want your header bidding to work just when the custom essential worth is set.

    []Run the command below and it will begin developing line products per the container settings you have actually defined.

    []php ConnexionTest.php

    []There is a tool using Python that is used similarly; you might wish to offer it a try too.


    []For debugging, there are a few internet browser add-ons you can utilize to see if the auction runs without errors.

    []Alternatively, open your webpage URL using “/? pbjs_debug=real” parameter at the end of the URL, and view console logs messages.

    []You need to ensure that hb_pb key worths are passed to Google Ad Supervisor. Usage “/? google_console=1” at the end of the URL to open the GAM console, and click on “Delivery Diagnostics” of each ad unit.

    []You must see that hb_pb worths are set and passed to the advertisement server.

    Screenshot from Google API Console Qualifications page, Deccember 2022

    Pick An Approval Management System

    []Users’ personal privacy is one of the most important aspects, and you want to make sure that you comply with both GDPR and GPP.

    []The comprehensive directions on how to set up an authorization management system in your wrapper are here.

    []There are many companies which comply with IAB’s latest standards, and here are a few of the most popular ones:


    []You may find it surprising that setting up header bidding involves a lot of actions, however it is really worth it to carry out. It can easily boost your income by +30% or more by developing selling pressure on Google Advertisements.

    []This guide is for technically savvy users– but if you have questions and issues, there is an Adops slack channel you may sign up for and ask concerns to the community.

    []I hope that after reading this article, you will find it much easier to establish header bidding and boost the money making of your site.

    []More resources:

    []Featured Image: Best SMM Panel