What Is Header Bidding And How To Execute It

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

What Is Header Bidding?

[]Header bidding is a method where publishers provide their ad inventory to lots of ad exchanges, likewise called Supply-Side Platforms (or SSPs), at the same time prior to making calls to their advertisement servers.

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

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

Using To SSP Partners

[]There are numerous SSP partners available in the list to use, however I want 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 needs to find their online application form and travel through the company’s verification process. For example, in the case of Xandr, the contact page looks like this:

Screenshot from Xandr, December 2022 Take note of the []minimum inventory size needed to be qualified for using. Yes, that is an incredible high of 50M advertisement impressions a month. You might need rather an outstanding site to be able to apply to some 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 just needs 20M ad impressions. Besides, they consider also audience quality, traffic geolocation, just how much time users spend on the website, etc. It normally takes a couple of weeks after using to be authorized and onboarded

[]with them, so it can be a fairly lengthy 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 website, an ad demand is made to all bidders(SSP partners). Bidders react with their CPM quotes– let’s say$1

[]and$ 1.50– and Prebid.js makes a request 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 received and it knows that somebody 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 develops purchasing pressure on Google AdX to pay the greatest

[]CPM possible. If Google AdX doesn’t have any competition, it will offer the lowest CPM possible– as it wants to buy stock for the cheapest rate

[]possible. With header bidding, bidders are able to compete and press CPMs (and for that reason income) up. There are 2 ways to carry out header bidding

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

[]worked 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 carry out Prebid.js on our website and configure our

[]Google Advertisement Manager(or advertisement server).

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

from the customize page and download the library []constructed for your specific configuration. Don’t forget to choose Consent Management modules to comply

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

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

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

Basic Prebid.js Example



[]Let’s break down the code above.

  • The very first lines pack all required JS files and our personalized Prebid.JS file.
  • Advertisement slots are defined in the adUnits selection 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 called to disable advertisement demand to be sent out to Google Advertisement Supervisor until Prebid.js completes the auction.
  • pbjs.requestBids operate calls SSP partners and identifies the winner.
  • initAdserver() function is contacted us to send an advertisement request to the Google Ad Supervisor with hb_pb secret, which contains the winning CPM value, e.g. hb_pb=”1.5 ″. (This action is connected with establishing Google Advertisement Manager in the next step.)
  • When Google Advertisement Manager gets the request with the winning bid, it runs its own auction in Google AdX, and sends back either the AdX advertisement with a greater CPM, or the ad of the winning SSP.

[]For your specific case, you might need to code differently and alter the setup, however the concept remains the very same.

[]Other than that, I would like to rapidly discuss how to implement lazy loading, due to the fact that it is a 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 due to the fact that you need to run an auction, and identify and set key worths before sending a request to the ad server.

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

tag when it will enter into the viewport.

alternatives = margin around root. Worths are similar to css home. Unitless worths not enabled threshold: 0; 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 advertisement server.

function observer_handler( entries, observer) 1055389 function lazySlotPrebid(slot, div_id) // endd of initDynamicSlotPrebid []Now, let’s jump on setting up the ad server utilizing Google Advertisement Manager.

How To Set Up GAM For Header Bidding

[]Advertisement servers need to have lots of price concern line products with essential hb_pb targeting all possible CPM worths, such as hb_pb=0.04, hb_pb=0.03, etc hb_pb essential value targeting

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

  • The winning SSP partner is sent to GAM with an essential value targeting hb_pb = 2.62.
  • Considering that the order has the exact same CPM value, GAM understands that there is a bid at $2.62.
  • GAM runs an AdX auction and has to pay more than $2.62 in order to win the quote and display a Google Advertisement.
  • []As I pointed out above, you would need to construct line items in GAM with specific granularity, say 0.01– and for the CPM range $0-$20, you would need to develop 2,000 line items, which are difficult to do by hand.

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

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

    []It is a rather complicated 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 Manager and comprehend the following:

    Step 1: Make It Possible For API Gain Access To

    []In the Google Ad supervisor Global > General settings section, ensure API gain access to is made it possible for.

    []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: Produce A New Job

    Navigate to Google API Console

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

    []a new project, get in a name for the task, and, additionally, edit the provided Job ID. Click Create.

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

    []. Click Create to download a file including a private secret. Screenshot from Google API Console Credentials page, Deccember 2022 Screenshot from Google API Console Credentials page, Deccember 2022 Complete the service account details you have actually developed above. Appoint the function “owner” and produce the service account OAuth2 qualifications. Then, click on the created user and produce JSON type key, 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(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: Modification your PHP.INI Change your php.ini( situated at/ xampp/php/php. ini)file and enable”

    []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: Develop Subfolders And Build The Job As soon as you have whatever 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 variation at the moment you perform this. Search and change in/ app []/ folder of the job”v201911″with” v202202″, because that git project was

    []n’t upgraded because 2019, to use the latest version path of libraries. Open the command line of your PC and switch to the directory site where you have actually unzipped the files(utilizing cd command or right-click inside the folder” Git celebration here “if you have actually git installed), and run author update in the PC terminal or git terminal. It will create subfolders and build the job. Step 6: Establish Your Google Ad Supervisor Qualifications Move the downloaded JSON secret “gam-api-54545-0c04qd8fcb. json” file into the root folder of

    the job you have actually developed. Next, download adsapi_php. ini file []and set up your Google Ad Supervisor credentials 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 site path to the JSON essential file in the folder root. Action 7: Set The Content Of The File Finally, navigate to the file/ script/tests/ConnexionTest

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

    “/./” ); require __ DIR __.’/./ []./ vendor/autoload. php’; $traffickerId=(brand-new App AdManager UserManager ()) -> getUserId (); if(is_numeric($traffickerId)) else In your terminal(or git celebration console) test the connection by running the command(if you are 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 project and open it. Copy and paste the below code into that file, and configure the specifications in the $entry and$containers ranges per your needs.

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

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

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

    []php ConnexionTest.php

    []There is a tool using Python that is used likewise; you might wish to provide it a shot as well.


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

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

    []You need to make sure that hb_pb secret worths are passed to Google Ad Supervisor. Use “/? google_console=1” at the end of the URL to open the GAM console, and click on “Shipment 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

    Select An Approval Management System

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

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

    []There are numerous service providers which comply with IAB’s newest standards, and here are a few of the most popular ones:


    []You might discover it unexpected that setting up header bidding includes numerous actions, however it is truly worth it to carry out. It can quickly boost your income by +30% or more by creating selling pressure on Google Ads.

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

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

    []More resources:

    []Included Image: SMM Panel