What Is Header Bidding And How To Execute It

Posted by

[]The header bidding technology began to establish in 2015, and has because assisted lots of publishers to grow their income by as much as 40% (and even, sometimes, to levels of 100% or more.)

What Is Header Bidding?

[]Header bidding is an innovative strategy where publishers use their advertisement stock to many advertisement exchanges, also called Supply-Side Platforms (or SSPs), all at once prior to making calls to their advertisement servers.

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

  • Apply to SSP partners and get approval.
  • Implement Prebid.JS on site.
  • Configure advertisement server.
  • Pick an approval management system.
  • Test and debug.

Using To SSP Partners

[]There are hundreds of SSP partners readily available in the list to use, but I would like to mention what I think to be the most popular ones:

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

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

Screenshot from Xandr, December 2022 Focus on the []minimum inventory size required to be qualified for applying. Yes, that is a shocking high of 50M ad impressions a month. You might need rather a remarkable site to be able to use to some of the ad networks. We will call them more bidders, as they bid on inventory in real time. However, not all SSPs have such high limits for application.

[]For instance, Sharethrough just requires 20M ad impressions. Besides, they consider 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 approved and onboarded

[]with them, so it can be a fairly time-consuming process that might even take months to finish. How Does Prebid.js Work? In nutshell, here is how Prebid.js works. When a user opens a web page, an advertisement demand is made to all bidders(SSP partners). Bidders react with their CPM bids– let’s state$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 Ad Manager, the demand is received and it understands that someone is

[]paying $1.50 USD CPM for an ad. It runs another auction with Google Adsense or AdX. If Google offers a higher CPM, then the Google Ad 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 purchasing pressure on Google AdX to pay the greatest

[]CPM possible. If Google AdX does not have any competition, it will provide the lowest CPM possible– as it wishes to purchase stock for the cheapest price

[]possible. With header bidding, bidders have the ability to compete and press CPMs (and for that reason profits) up. There are two methods to implement header bidding

[]: Client-side: When the auction runs through JavaScript in the 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 establish header bidding, we need to implement Prebid.js on our website and configure our

[]Google Ad Supervisor(or advertisement server).

Implement Prebid.js On Your Website 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 Approval Management modules to comply

[]with GDPR and GPP personal privacy requirements. Below is the sample code taken from the official documentation. var div_1_sizes=[ [300, 250]

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

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

Standard Prebid.js Example



[]Let’s break down the code above.

  • The very first lines load all required JS files and our customized Prebid.JS file.
  • Ad slots are defined in the adUnits variety variable.
  • In the adslot definitions, you can see the SSP partners’ names and IDs you will be provided when onboarding when them.
  • googletag.pubads(). disableInitialLoad(); is contacted us to disable ad request to be sent to Google Ad Manager till Prebid.js completes the auction.
  • pbjs.requestBids function calls SSP partners and figures out the winner.
  • initAdserver() function is called to send an advertisement demand to the Google Advertisement Supervisor with hb_pb secret, which consists of the winning CPM worth, e.g. hb_pb=”1.5 ″. (This step is connected with establishing Google Advertisement Supervisor in the next step.)
  • When Google Ad Supervisor gets the demand with the winning quote, it runs its own auction in Google AdX, and sends back either the AdX ad with a higher CPM, or the ad of the winning SSP.

[]For your specific case, you might require to code in a different way and change the setup, however the concept stays the same.

[]Other than that, I wish to quickly go over how to execute lazy loading, due to the fact that it is a little bit different.

How To Implement 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 require to run an auction, and identify and set crucial worths prior to sending a request to the advertisement server.

[]Because of that, I would advise utilizing the Crossway Observer API to figure out when to load the advertisement in the HTML

tag when it is about to participate in the viewport.

alternatives = ; your_observer = 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 advertisement server.

function observer_handler( entries, observer) header-bid-tag -0′, [728,90], ‘your_html_div_id’ ). addService(googletag.pubads()); lazySlotPrebid(slot, ‘your_html_div_id’) function lazySlotPrebid(slot, div_id) // endd of initDynamicSlotPrebid []Now, let’s jump on establishing the ad server utilizing Google Ad Supervisor.

How To Set Up GAM For Header Bidding

[]Ad servers need to have dozens of cost concern line items with crucial hb_pb targeting all possible CPM worths, such as hb_pb=0.04, hb_pb=0.03, etc hb_pb key value targeting

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

  • The winning SSP partner is sent out to GAM with an essential worth targeting hb_pb = 2.62.
  • Because the order has the 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 quote and display a Google Advertisement.
  • []As I discussed above, you would need to develop line products in GAM with particular granularity, state 0.01– and for the CPM variety $0-$20, you would need to create 2,000 line items, which are difficult to do by hand.

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

    []Unfortunately, there are no solid options that you can just download and run in one click.

    []It is a somewhat complex task, however thanks to factors who developed 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 set up Google Ad Manager and comprehend the following:

    Action 1: Allow API Gain Access To

    []In the Google Ad supervisor Global > General settings area, ensure API access is enabled.

    []Click 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 Ad Manager, December 2022 Action 2: Create A New Job

    Browse to Google API Console

    []Qualifications page. From the task drop-down, select Produce

    []a brand-new project, enter a name for the task, and, optionally, edit the supplied Job ID. Click Produce.

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

    []. Click Produce to download a file containing a personal key. Screenshot from Google API Console Qualifications page, Deccember 2022 Screenshot from Google API Console Qualifications page, Deccember 2022 Fill in the service account details you’ve created above. Assign the role “owner” and develop the service account OAuth2 qualifications. Then, click on the developed user and produce JSON type key, and download it. Screenshot from Google API Console Credentials page, Deccember 2022 Step 3: Download Project Download the task zip file and

    unzip it, directory(additionally, you can use the git command tool to clone the repo). Set up composer for your operating system in order to develop the job. Step 4: Change your PHP.INI Change your php.ini( situated at/ xampp/php/php. ini)file and make it possible for”

    []extension=soap”by eliminating”;” in front of and set”soap.wsdl _ cache_ttl=0″ and restart Apache from the control board of XAMPP. Step 5: Produce Subfolders And Build The Job Once you have everything set up

    and unzipped, open composer.json file and modification”googleads/googleads-php-lib”:”^ 44.0.0 “to utilize the current version” googleads/googleads-php-lib “:”^ 59.0.0″. Look for the most fresh version at the minute you perform this. Search and change in/ app []/ folder of the job”v201911″with” v202202″, because that git project was

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

    the project you’ve developed. Next, download adsapi_php. ini file []and established your Google Ad Manager 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 absolute directory course to the JSON crucial file in the folder root. Step 7: Set The Content Of The File Lastly, navigate to the file/ script/tests/ConnexionTest

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

    “/./” ); require __ DIR __.’/./ []./ vendor/autoload. php’; $traffickerId=(new App AdManager UserManager ()) -> getUserId (); if(is_numeric($traffickerId)) else In your terminal(or git bash 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 OK====” Action 8: Configure The Parameters Navigate 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 specifications in the $entry and$pails ranges per your requirements.

    []putenv(‘ HOME= ‘. dirname (__ DIR __).”/./”); need __ DIR __.’/././ vendor/autoload. php ‘; usage App Scripts HeaderBiddingScript;$bucket_range=selection(); $Your_Advertiser_Name=’Sample_Advertiser’; $buckets=[“buckets”=> [[‘precision’=> 2,’minutes ‘=> 0,’max’= > 4.00,’increment’= > 0.01], [‘ precision ‘= > 2, ‘minutes’ => 4.01, ‘max’ => 8.00, ‘increment’ => 0.05],]]; foreach ($ buckets [” containers”] as $k => $bucket) >; $entry = [‘ priceGranularity’ => $request_bucket,

    []Additionally you can also specify ‘geoTargetingList’ => “dz, pk, ke, pt” or custom-made key value targeting customTargeting’ => [‘ amp_pages’ => yes’] if you want your header bidding to work only when the custom-made crucial value is set.

    []Run the command below and it will start developing line products per the container settings you’ve defined.

    []php ConnexionTest.php

    []There is a tool using Python that is utilized similarly; you may wish to offer it a try as well.


    []For debugging, there are a few web browser add-ons you can use to see if the auction runs without mistakes.

    []Additionally, open your web page URL using “/? pbjs_debug=real” criterion at the end of the URL, and enjoy console logs messages.

    []You require to make sure that hb_pb secret worths are passed to Google Ad Manager. Usage “/? google_console=1” at the end of the URL to open the GAM console, and click “Shipment Diagnostics” of each advertisement unit.

    []You should see that hb_pb values are set and passed to the ad server.

    Screenshot from Google API Console Credentials page, Deccember 2022

    Choose An Authorization Management System

    []Users’ privacy is among the most crucial aspects, and you want to make sure that you abide by both GDPR and GPP.

    []The comprehensive directions on how to establish a consent management system in your wrapper are here.

    []There are lots of providers which adhere to IAB’s most current requirements, and here are a few of the most popular ones:


    []You might discover it surprising that establishing header bidding involves many actions, but it is really worth it to carry out. It can quickly boost your profits by +30% or more by producing selling pressure on Google Ads.

    []This guide is for technically smart users– however if you have questions and concerns, there is an Adops slack channel you might subscribe to and ask concerns to the neighborhood.

    []I hope that after reading this post, you will discover it simpler to set up header bidding and improve the money making of your website.

    []More resources:

    []Included Image: SMM Panel