What Is Header Bidding And How To Execute It

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

What Is Header Bidding?

[]Header bidding is a cutting-edge strategy where publishers offer their ad inventory to many advertisement exchanges, also called Supply-Side Platforms (or SSPs), simultaneously prior to making calls to their ad servers.

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

  • Apply to SSP partners and get approval.
  • Carry out Prebid.JS on website.
  • Configure ad server.
  • Select a consent management system.
  • Test and debug.

Applying To SSP Partners

[]There are numerous SSP partners offered 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 (formerly AppNexus).
  • Teads.
  • Pubmatic.
  • Sovrn.
  • Verizon.
  • Magnite (formerly Rubicon).
  • OpenX.
  • Sonobi.
  • GumGum.
  • Sharethrough.
  • Unurly.

[]One needs to find their online application form and go through the business’s confirmation process. For example, when it comes to Xandr, the contact page appears like this:

Screenshot from Xandr, December 2022 Take notice of the []minimum inventory size needed to be qualified for using. Yes, that is a staggering high of 50M advertisement impressions a month. You may need rather an impressive website to be able to apply to a few of the ad networks. We will call them further bidders, as they bid on stock in genuine time. However, not all SSPs have such high limits for application.

[]For example, Sharethrough only requires 20M ad impressions. Besides, they think about also audience quality, traffic geolocation, how much time users spend on the website, etc. It normally takes a couple of weeks after applying to be approved and onboarded

[]with them, so it can be a fairly lengthy process that may even take months to end up. How Does Prebid.js Work? In nutshell, here is how Prebid.js works. When a user opens a website, an ad request is made to all bidders(SSP partners). Bidders respond with their CPM bids– let’s say$1

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

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

[]paying $1.50 USD CPM for an advertisement. 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 Advertisement Supervisor, December 2022 The technique here is that auctions occur in real-time, which creates buying pressure on Google AdX to pay the highest

[]CPM possible. If Google AdX doesn’t have any competition, it will use the lowest CPM possible– as it wishes to buy inventory for the cheapest cost

[]possible. With header bidding, bidders have the ability to complete and press CPMs (and therefore profits) up. There are 2 ways to carry out header bidding

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

[]operated on the server. Let’s discuss client-side header bidding. How To Execute Client-Side Header Bidding In order to set up header bidding, we require to implement Prebid.js on our site and configure our

[]Google Ad Supervisor(or advertisement server).

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

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

[]with GDPR and GPP privacy standards. Below is the sample code drawn from the main documents. 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 needed JS files and our tailored Prebid.JS file.
  • Advertisement slots are defined in the adUnits selection variable.
  • In the adslot meanings, you can see the SSP partners’ names and IDs you will be given when onboarding when them.
  • googletag.pubads(). disableInitialLoad(); is called to disable advertisement request to be sent out to Google Ad Manager until Prebid.js completes the auction.
  • pbjs.requestBids work calls SSP partners and determines the winner.
  • initAdserver() function is called to send an advertisement request to the Google Advertisement Manager with hb_pb secret, which contains the winning CPM worth, e.g. hb_pb=”1.5 ″. (This action is gotten in touch with setting up Google Advertisement Supervisor in the next action.)
  • When Google Advertisement Manager gets the request with the winning bid, 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 require to code differently and change the setup, but the concept remains the same.

[]Aside from that, I would like to quickly discuss how to execute lazy loading, since it is a little various.

How To Implement Lazy Loading

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

[]This is due to the fact that you require to run an auction, and identify and set crucial worths prior to sending a request to the ad server.

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

tag when it will participate in the viewport.

alternatives = relative to document viewport rootMargin: ‘1500px’,; your_observer = new IntersectionObserver( observer_handler, choices ); 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) 1055389 function lazySlotPrebid(slot, div_id) pbjs.que.push(function() pbjs.request quotes( timeout: PREBID_TIMEOUT, adUnitCodes: [div_id], bidsBackHandler: function() ); );// endd of initDynamicSlotPrebid []Now, let’s jump on establishing the ad server utilizing Google Ad Manager.

How To Establish GAM For Header Bidding

[]Ad servers require to have lots of price top priority line products with key hb_pb targeting all possible CPM values, such as hb_pb=0.04, hb_pb=0.03, etc hb_pb key worth 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 value targeting hb_pb = 2.62.
  • Because the order has the same CPM value, GAM understands that there is a quote at $2.62.
  • GAM runs an AdX auction and has to pay more than $2.62 in order to win the bid and display a Google Advertisement.
  • []As I pointed out above, you would require to construct line items in GAM with specific granularity, say 0.01– and for the CPM range $0-$20, you would require to produce 2,000 line products, which are impossible to do manually.

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

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

    []It is a somewhat complex job, but thanks to factors who built API tools (even though they are not actively supporting them), we can still customize it a little and make it work.

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

    Action 1: Make It Possible For API Access

    []In the Google Ad manager Worldwide > General settings section, ensure API access is allowed.

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

    Screenshot from Google Ad Supervisor, December 2022 Step 2: Produce A New Task

    Navigate to Google API Console

    []Qualifications page. From the project drop-down, select Create

    []a brand-new job, go into a name for the task, and, optionally, edit the supplied Task ID. Click Develop.

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

    []. Click Create to download a file consisting of a personal secret. Screenshot from Google API Console Credentials page, Deccember 2022 Screenshot from Google API Console Qualifications page, Deccember 2022 Fill in the service account information you’ve produced above. Appoint the function “owner” and develop the service account OAuth2 qualifications. Then, click the produced user and create JSON type secret, and download it. Screenshot from Google API Console Qualifications page, Deccember 2022 Step 3: Download Job Download the task zip file and

    unzip it, directory site(alternatively, you can utilize the git command tool to clone the repo). Install composer for your os 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 eliminating”;” in front of and set”soap.wsdl _ cache_ttl=0″ and reboot Apache from the control board of XAMPP. Step 5: Create 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 current version” googleads/googleads-php-lib “:”^ 59.0.0″. Look for the most fresh version at the minute you perform this. Browse and change in/ app []/ folder of the project”v201911″with” v202202″, since that git task was

    []n’t upgraded because 2019, to utilize 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 celebration here “if you have actually git set up), and run author update in the PC terminal or git terminal. It will develop subfolders and develop the job. Action 6: Establish Your Google Advertisement Manager Credentials Move the downloaded JSON key “gam-api-54545-0c04qd8fcb. json” file into the root folder of

    the project you’ve constructed. Next, download adsapi_php. ini file []and set up your Google Advertisement 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 absolute directory course to the JSON essential file in the folder root. Step 7: Set The Material Of The File Lastly, navigate to the file/ script/tests/ConnexionTest

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

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

    file/ script/tests/ConnexionTest. php in your task and open it. Copy and paste the below code into that file, and configure the specifications in the $entry and$pails arrays per your needs.

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

    []Optionally you can also specify ‘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-made key value is set.

    []Run the command listed below and it will start developing line products per the bucket settings you have actually defined.

    []php ConnexionTest.php

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


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

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

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

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

    Screenshot from Google API Console Credentials page, Deccember 2022

    Choose An Approval Management System

    []Users’ privacy is one of the most important factors, and you want to ensure 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 numerous service providers which adhere to IAB’s newest standards, and here are a few of the most popular ones:


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

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

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

    []More resources:

    []Featured Image: Online Best SMM Panel