What Is Header Bidding And How To Execute It

Posted by

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

What Is Header Bidding?

[]Header bidding is a technique where publishers offer their advertisement inventory to lots of advertisement exchanges, also called Supply-Side Platforms (or SSPs), concurrently prior to making calls to their ad servers.

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

  • Apply to SSP partners and get approval.
  • Implement Prebid.JS on website.
  • Configure ad server.
  • Choose a permission management system.
  • Test and debug.

Using To SSP Partners

[]There are numerous SSP partners available in the list to use, but I wish to mention what I believe to be the most popular ones:

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

[]One needs to discover their online application form and pass through the business’s verification process. For instance, when it comes to Xandr, the contact page looks like this:

Screenshot from Xandr, December 2022 Focus on the []minimum inventory size needed to be eligible for applying. Yes, that is a shocking high of 50M ad impressions a month. You may need rather an outstanding website to be able to apply to a few of the ad networks. We will call them additional bidders, as they bid on inventory in genuine time. Nevertheless, not all SSPs have such high thresholds for application.

[]For instance, Sharethrough just needs 20M advertisement impressions. Besides, they think about also audience quality, traffic geolocation, just how much time users spend on the site, etc. It generally takes a few weeks after applying to be authorized and onboarded

[]with them, so it can be a relatively lengthy 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 react with their CPM bids– let’s say$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 Advertisement Manager, the request is gotten and it understands 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 Advertisement 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 occur in real-time, which develops buying pressure on Google AdX to pay the greatest

[]CPM possible. If Google AdX does not have any competitors, it will use the most affordable CPM possible– as it wishes to buy inventory for the cheapest price

[]possible. With header bidding, bidders have the ability to compete and press CPMs (and for that reason revenue) 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

[]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 require to execute Prebid.js on our website and configure our

[]Google Ad Supervisor(or ad server).

Execute Prebid.js On Your Site 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 []developed for your particular configuration. Don’t forget to select Consent Management modules to comply

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

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

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

Basic Prebid.js Example

Div-1

Div-2

[]Let’s break down the code above.

  • The first lines fill all needed JS files and our tailored Prebid.JS file.
  • Ad slots are defined in the adUnits range variable.
  • In the adslot meanings, you can see the SSP partners’ names and IDs you will be offered when onboarding when them.
  • googletag.pubads(). disableInitialLoad(); is called to disable ad request to be sent out to Google Ad Manager until Prebid.js finishes the auction.
  • pbjs.requestBids function calls SSP partners and figures out the winner.
  • initAdserver() function is contacted us to send out an advertisement demand to the Google Advertisement Manager with hb_pb secret, which consists of the winning CPM value, e.g. hb_pb=”1.5 ″. (This step is gotten in touch with establishing Google Ad Manager in the next action.)
  • When Google Advertisement Supervisor 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 require to code differently and alter the setup, but the concept stays the same.

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

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 since 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 identify when to load the advertisement in the HTML

tag when it will enter into the viewport.

choices = relative to document viewport rootMargin: ‘1500px’,; your_observer = new IntersectionObserver( observer_handler, alternatives ); your_observer. observe( goog_adslots [i]; []In the observer_handler call back function, you can run the prebid auction and call the ad 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) pbjs.que.push(function() // endd of initDynamicSlotPrebid []Now, let’s get on establishing the advertisement server utilizing Google Ad Supervisor.

How To Set Up GAM For Header Bidding

[]Advertisement servers need to have dozens of cost priority line products with crucial hb_pb targeting all possible CPM worths, such as hb_pb=0.04, hb_pb=0.03, and so on hb_pb crucial worth targeting

[] This is the key point 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 key worth targeting hb_pb = 2.62.
  • Given that the order has the 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 bid and display a Google Advertisement.
  • []As I discussed above, you would need to construct line items in GAM with certain granularity, say 0.01– and for the CPM range $0-$20, you would need to develop 2,000 line items, which are impossible to do manually.

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

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

    []It is a somewhat complex task, however 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 Ad Supervisor and comprehend the following:

    Action 1: Make It Possible For API Gain Access To

    []In the Google Advertisement supervisor Worldwide > General settings area, make sure API gain access to is enabled.

    []Click the Add 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 Supervisor, December 2022 Step 2: Produce A New Task

    Navigate to Google API Console

    []Credentials page. From the project drop-down, select Produce

    []a new project, get in a name for the project, and, optionally, edit the provided Task ID. Click Develop.

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

    []. Click Create to download a file containing a private secret. Screenshot from Google API Console Qualifications 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 create the service account OAuth2 credentials. Then, click the developed user and create JSON type secret, and download it. Screenshot from Google API Console Qualifications page, Deccember 2022 Action 3: Download Job Download the project zip file and

    unzip it, directory site(alternatively, you can use the git command tool to clone the repo). Install author for your os in order to construct the job. Step 4: Modification 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 board of XAMPP. Step 5: Produce Subfolders And Build The Job Once you have whatever set up

    and unzipped, open composer.json file and modification”googleads/googleads-php-lib”:”^ 44.0.0 “to utilize the latest version” googleads/googleads-php-lib “:”^ 59.0.0″. Check for the most fresh variation at the moment you perform this. Search and replace in/ app []/ folder of the task”v201911″with” v202202″, because that git task was

    []n’t upgraded since 2019, to utilize the current variation 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 git installed), and run composer update in the PC terminal or git terminal. It will create subfolders and construct the job. Action 6: Set Up Your Google Advertisement Supervisor Credentials Move the downloaded JSON secret “gam-api-54545-0c04qd8fcb. json” file into the root folder of

    the project you have actually developed. Next, download adsapi_php. ini file []and set up your Google Advertisement Manager 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 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 material of the file like listed below: putenv(‘ HOME =’. dirname( __ DIR __ ).

    “/./” ); need __ DIR __.’/./ []./ vendor/autoload. php’; $traffickerId=(brand-new App AdManager UserManager ()) -> getUserId (); if(is_numeric($traffickerId))echo” n====Connexion OK=== = n n”; 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 ought to see a message”= == =Connection okay====” Step 8: Set Up The Parameters Navigate to the

    file/ script/tests/ConnexionTest. php in your job and open it. Copy and paste the below code into that file, and configure the parameters in the $entry and$buckets arrays per your requirements.

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

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

    []php ConnexionTest.php

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

    Debugging

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

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

    []You need to make certain that hb_pb secret worths are passed to Google Advertisement Supervisor. Use “/? google_console=1” at the end of the URL to open the GAM console, and click on “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 Qualifications page, Deccember 2022

    Pick An Authorization Management System

    []Users’ personal privacy is one of the most crucial factors, and you wish to ensure that you comply with both GDPR and GPP.

    []The in-depth instructions on how to set up a consent management system in your wrapper are here.

    []There are lots of providers which abide by IAB’s newest standards, and here are a few of the most popular ones:

    Conclusion

    []You might find it surprising that setting up header bidding includes numerous steps, however it is actually worth it to carry out. It can easily enhance your profits by +30% or more by creating selling pressure on Google Advertisements.

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

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

    []More resources:

    []Included Image: SMM Panel