What Is Header Bidding And How To Implement It

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[]The header bidding innovation began to develop in 2015, and has actually considering that assisted numerous 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 advanced technique where publishers offer their ad inventory to numerous advertisement exchanges, also called Supply-Side Platforms (or SSPs), at the same time prior to making calls to their ad servers.

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

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

Applying To SSP Partners

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

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

[]One needs to find their online application and go through the company’s confirmation process. For example, in the case of Xandr, the contact page appears like this:

Screenshot from Xandr, December 2022 Pay attention to the []minimum stock size required to be qualified for applying. Yes, that is a shocking high of 50M ad impressions a month. You may require quite an impressive site to be able to use to some of the advertisement networks. We will call them additional bidders, as they bid on stock in real time. However, not all SSPs have such high thresholds for application.

[]For instance, Sharethrough only requires 20M advertisement impressions. Besides, they consider likewise audience quality, traffic geolocation, how much time users spend on the site, and so on. It normally takes a few weeks after using to be authorized and onboarded

[]with them, so it can be a fairly lengthy process that may even take months to complete. 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 quotes– 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 ad server, in our case, Google Ad Supervisor, the request 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 uses a greater CPM, then the Google Advertisement 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 happen in real-time, which creates purchasing pressure on Google AdX to pay the greatest

[]CPM possible. If Google AdX doesn’t have any competition, it will offer the most affordable CPM possible– as it wants to purchase inventory for the most affordable cost

[]possible. With header bidding, bidders have the ability to compete and press CPMs (and therefore earnings) up. There are two 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 discuss client-side header bidding. How To Execute Client-Side Header Bidding In order to establish header bidding, we require to carry out Prebid.js on our website and configure our

[]Google Ad 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 pick the SSP partners you are dealing with

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

[]with GDPR and GPP privacy standards. Below is the sample code drawn from the official documents. 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 first lines fill all required JS files and our tailored Prebid.JS file.
  • Ad slots are specified in the adUnits selection variable.
  • In the adslot meanings, you can see the SSP partners’ names and IDs you will be provided when onboarding when them.
  • googletag.pubads(). disableInitialLoad(); is called to disable ad request to be sent out to Google Ad Manager up until Prebid.js completes the auction.
  • pbjs.requestBids function calls SSP partners and determines the winner.
  • initAdserver() function is contacted us to send an ad request to the Google Advertisement Supervisor with hb_pb secret, which includes the winning CPM worth, e.g. hb_pb=”1.5 ″. (This step is connected with setting up Google Ad Supervisor in the next action.)
  • When Google Ad Manager gets the request with the winning quote, it runs its own auction in Google AdX, and sends back either the AdX advertisement with a greater CPM, or the advertisement of the winning SSP.

[]For your particular case, you might need to code differently and alter the setup, but the concept stays the very same.

[]Aside from that, I wish to quickly review how to execute lazy loading, because it is a little different.

How To Carry Out Lazy Loading

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

[]This is because you require to run an auction, and identify and set crucial worths before sending a request to the advertisement server.

[]Because of that, I would advise utilizing the Intersection Observer API to determine when to load the advertisement in the HTML

tag when it will participate in the viewport.

alternatives = root: null,; 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 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 advertisement server using Google Ad Manager.

How To Set Up GAM For Header Bidding

[]Advertisement servers require to have dozens of cost priority line products with crucial hb_pb targeting all possible CPM values, such as hb_pb=0.04, hb_pb=0.03, and so on hb_pb key 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 to GAM with a crucial worth targeting hb_pb = 2.62.
  • Since the order has the exact same CPM value, GAM understands 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 mentioned above, you would need to build line items in GAM with particular granularity, state 0.01– and for the CPM range $0-$20, you would require to produce 2,000 line products, which are difficult to do manually.

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

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

    []It is a somewhat complicated job, however thanks to contributors who constructed API tools (even though 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 Supervisor and comprehend the following:

    Step 1: Make It Possible For API Access

    []In the Google Advertisement manager International > General settings area, make certain API access is made it possible for.

    []Click the Add 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 Action 2: Produce A New Task

    Navigate to Google API Console

    []Credentials page. From the task drop-down, pick Create

    []a new job, get in a name for the task, and, optionally, edit the provided Project ID. Click Develop.

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

    []. Click Create to download a file consisting of a personal key. Screenshot from Google API Console Credentials page, Deccember 2022 Screenshot from Google API Console Qualifications page, Deccember 2022 Complete the service account details you have actually developed above. Designate the role “owner” and create the service account OAuth2 credentials. Then, click the created user and develop JSON type secret, and download it. Screenshot from Google API Console Credentials page, Deccember 2022 Action 3: Download Job Download the job zip file and

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

    []extension=soap”by removing”;” 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 established

    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 variation at the minute you perform this. Browse and change in/ app []/ folder of the task”v201911″with” v202202″, because that git task was

    []n’t updated considering that 2019, to utilize the most recent version course 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 bash here “if you have actually git installed), and run composer upgrade in the PC terminal or git terminal. It will produce subfolders and build the task. Step 6: Establish Your Google Advertisement Supervisor Credentials Move the downloaded JSON secret “gam-api-54545-0c04qd8fcb. json” file into the root folder of

    the task you’ve developed. Next, download adsapi_php. ini file []and established 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 site course to the JSON essential file in the folder root. Action 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 __ ).

    “/./” ); 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 must see a message”= == =Connection OK====” Step 8: Configure The Parameters Navigate to the

    file/ script/tests/ConnexionTest. php in your job and open it. Copy and paste the listed below code into that file, and configure the specifications in the $entry and$pails varieties per your requirements.

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

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

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

    []php ConnexionTest.php

    []There is a tool utilizing Python that is used similarly; you might want to provide it a try too.


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

    []Alternatively, open your web page URL using “/? pbjs_debug=true” parameter at the end of the URL, and watch console logs messages.

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

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

    Screenshot from Google API Console Credentials page, Deccember 2022

    Select An Approval Management System

    []Users’ personal privacy is one of the most essential aspects, and you wish to make certain that you abide by both GDPR and GPP.

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

    []There are numerous suppliers which adhere to IAB’s most current standards, and here are a few of the most popular ones:


    []You might find it surprising that setting up header bidding involves many steps, however it is really worth it to carry out. It can quickly enhance your income by +30% or more by producing 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 might sign up for and ask concerns to the neighborhood.

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

    []More resources:

    []Included Image: Best SMM Panel