What Is Header Bidding And How To Execute It

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

What Is Header Bidding?

[]Header bidding is an advanced method where publishers provide their advertisement stock to many ad exchanges, likewise called Supply-Side Platforms (or SSPs), concurrently prior to making calls to their advertisement servers.

[]Here are the actions a publisher requires to pass to have this innovation power up its money making.

  • Apply to SSP partners and get approval.
  • Execute Prebid.JS on site.
  • Set up ad server.
  • Select a consent 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 (formerly Rubicon).
  • OpenX.
  • Sonobi.
  • GumGum.
  • Sharethrough.
  • Unurly.

[]One requires to find their online application and go through the business’s verification procedure. For instance, when it comes to Xandr, the contact page looks like this:

Screenshot from Xandr, December 2022 Take note of the []minimum inventory size needed to be eligible for applying. Yes, that is a staggering high of 50M advertisement impressions a month. You might need quite an outstanding website to be able to apply to a few of the advertisement networks. We will call them more 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 advertisement impressions. Besides, they consider also audience quality, traffic geolocation, just how much time users invest in the site, and so on. It usually takes a few weeks after using to be approved and onboarded

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

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

[]CPM targeting. In this case, that would be $1.50. At the ad server, in our case, Google Ad Manager, the request 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 uses a higher CPM, then the Google Ad will be served. If not, our ad with $1.50 CPM will win, and be served

[]by our SSP partner. Screenshot from Google Advertisement Manager, December 2022 The trick here is that auctions occur in real-time, which creates buying pressure on Google AdX to pay the highest

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

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

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

[]operated on the server. Let’s go over client-side header bidding. How To Implement Client-Side Header Bidding In order to establish header bidding, we need to implement Prebid.js on our site and configure our

[]Google Advertisement Manager(or ad server).

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

from the customize page and download the library []constructed for your specific setup. Do not forget to select Consent Management modules to comply

[]with GDPR and GPP personal privacy standards. 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 very first lines load all required JS files and our personalized Prebid.JS file.
  • Advertisement slots are specified in the adUnits range variable.
  • In the adslot definitions, you can see the SSP partners’ names and IDs you will be offered when onboarding when them.
  • googletag.pubads(). disableInitialLoad(); is contacted us to disable ad request to be sent out to Google Ad Manager till Prebid.js completes the auction.
  • pbjs.requestBids operate calls SSP partners and figures out the winner.
  • initAdserver() function is called to send an advertisement demand to the Google Advertisement Manager with hb_pb secret, which consists of the winning CPM worth, e.g. hb_pb=”1.5 ″. (This action is gotten in touch with setting up Google Ad Supervisor in the next step.)
  • When Google Advertisement Manager 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 ad of the winning SSP.

[]For your specific case, you may need to code differently and alter the setup, but the concept remains the exact same.

[]Other than that, I would like to rapidly review how to implement lazy loading, since it is a little bit different.

How To Implement Lazy Loading

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

[]This is because you need to run an auction, and determine and set key worths prior to sending out a demand to the advertisement server.

[]Because of that, I would encourage utilizing the Intersection Observer API to figure out when to fill the advertisement in the HTML

tag when it will enter into the viewport.

options = margin around root. Worths resemble css property. Unitless worths not permitted limit: 0; your_observer = new IntersectionObserver( observer_handler, choices ); your_observer. observe( goog_adslots [i]; []In the observer_handler recall 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) // endd of initDynamicSlotPrebid []Now, let’s get on establishing the advertisement server using Google Advertisement Manager.

How To Set Up GAM For Header Bidding

[]Ad servers need to have dozens of cost top priority line products with crucial hb_pb targeting all possible CPM values, such as hb_pb=0.04, hb_pb=0.03, etc hb_pb essential worth targeting

[] This is the key point 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 a crucial worth targeting hb_pb = 2.62.
  • Given that the order has the very same CPM value, GAM understands that there is a quote at $2.62.
  • GAM runs an AdX auction and needs to pay more than $2.62 in order to win the quote and show a Google Advertisement.
  • []As I pointed out above, you would require to develop line items in GAM with particular granularity, say 0.01– and for the CPM variety $0-$20, you would need to produce 2,000 line products, which are impossible to do manually.

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

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

    []It is a rather intricate job, however thanks to contributors who developed API tools (although they are not actively supporting them), we can still customize it a little and make it work.

    []Let’s dive into how to set up Google Advertisement Supervisor and understand the following:

    Action 1: Enable API Access

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

    []Click on the Include service account button and develop 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: Create A New Project

    Browse to Google API Console

    []Credentials page. From the project drop-down, pick Develop

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

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

    []. Click Produce to download a file consisting of a private key. Screenshot from Google API Console Qualifications page, Deccember 2022 Screenshot from Google API Console Credentials page, Deccember 2022 Fill in the service account information you have actually developed above. Assign the role “owner” and develop the service account OAuth2 credentials. Then, click on the developed user and create JSON type key, and download it. Screenshot from Google API Console Credentials page, Deccember 2022 Step 3: Download Task Download the job zip file and

    unzip it, directory site(alternatively, you can use the git command tool to clone the repo). Set up author for your operating system in order to develop the project. Step 4: Change your PHP.INI Modification your php.ini( situated at/ xampp/php/php. ini)file and enable”

    []extension=soap”by removing”;” in front of and set”soap.wsdl _ cache_ttl=0″ and reboot Apache from the control panel 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 change”googleads/googleads-php-lib”:”^ 44.0.0 “to utilize 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 change in/ app []/ folder of the project”v201911″with” v202202″, because that git project was

    []n’t updated because 2019, to use the latest variation path of libraries. Open the command line of your PC and switch to the directory site where you’ve unzipped the files(using cd command or right-click inside the folder” Git bash here “if you have git installed), and run composer update in the PC terminal or git terminal. It will produce subfolders and build the task. Action 6: Establish Your Google Ad Manager Credentials Move the downloaded JSON secret “gam-api-54545-0c04qd8fcb. json” file into the root folder of

    the project you have actually constructed. Next, download adsapi_php. ini file []and set up your Google Advertisement 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 path to the JSON crucial file in the folder root. Step 7: Set The Content Of The File Lastly, browse to the file/ script/tests/ConnexionTest

    []. php and set the content 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 celebration console) test the connection by running the command(if you remain in the/ script/tests/ folder). php ConnexionTest.php You need to see a message”= == =Connection okay====” Step 8: Configure The Parameters Browse to the

    file/ script/tests/ConnexionTest. php in your project and open it. Copy and paste the below code into that file, and set up the parameters in the $entry and$pails selections per your requirements.

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

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

    []Run the command listed below and it will start creating line products per the pail settings you’ve defined.

    []php ConnexionTest.php

    []There is a tool using Python that is utilized similarly; you may want to provide it a shot too.


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

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

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

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

    Screenshot from Google API Console Credentials page, Deccember 2022

    Pick A Permission Management System

    []Users’ personal privacy is one of the most essential elements, and you wish to ensure that you adhere to both GDPR and GPP.

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

    []There are lots of companies which abide by IAB’s latest requirements, and here are a few of the most popular ones:


    []You might find it unexpected that establishing header bidding includes numerous actions, but it is actually worth it to implement. It can easily increase your earnings by +30% or more by developing selling pressure on Google Advertisements.

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

    []I hope that after reading this post, you will discover it much easier to set up header bidding and boost the monetization of your website.

    []More resources:

    []Included Image: SMM Panel