The header bidding technology began to establish in 2015, and has actually since assisted lots of 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 innovative method where publishers provide their advertisement inventory to lots of advertisement exchanges, also called Supply-Side Platforms (or SSPs), all at once before making calls to their ad servers.
Here are the actions a publisher needs to pass to have this technology power up its money making.
- Apply to SSP partners and get approval.
- Execute Prebid.JS on website.
- Set up advertisement server.
- Pick a permission management system.
- Test and debug.
Applying To SSP Partners
There are numerous SSP partners readily available in the list to use, however I would like to discuss what I believe to be the most popular ones:
- Index Exchange.
- Amazon UAM/TAM.
- Xandr (previously AppNexus).
- Magnite (previously Rubicon).
One needs to discover their online application form and pass through the company’s confirmation process. For instance, when it comes to Xandr, the contact page appears like this:
Screenshot from Xandr, December 2022 Take notice of the minimum stock size needed to be qualified for using. Yes, that is an incredible high of 50M advertisement impressions a month. You might require rather an excellent website to be able to use to some of the ad networks. We will call them more bidders, as they bid on inventory in genuine time. Nevertheless, not all SSPs have such high thresholds for application.
For instance, Sharethrough just requires 20M ad impressions. Besides, they think about also audience quality, traffic geolocation, how much time users spend on the site, and so on. It usually takes a couple of weeks after using to be authorized and onboarded
with them, so it can be a relatively lengthy procedure that might 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 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 greatest
CPM targeting. In this case, that would be $1.50. At the ad 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 provides 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 take place in real-time, which produces buying pressure on Google AdX to pay the highest
CPM possible. If Google AdX does not have any competitors, it will use the lowest CPM possible– as it wishes to purchase stock for the least expensive price
possible. With header bidding, bidders have the ability to contend and press CPMs (and for that reason income) up. There are 2 ways to execute header bidding
run on the server. Let’s go over client-side header bidding. How To Carry Out 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).
Execute Prebid.js On Your Website Prebid.js is a header bidding platform that has more than 200 demand sources incorporated. You need to pick the SSP partners you are dealing with
from the customize page and download the library built for your specific configuration. Do not forget to choose Approval Management modules to comply
with GDPR and GPP privacy requirements. Below is the sample code taken 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 fill all required JS files and our customized 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 provided when onboarding when them.
- googletag.pubads(). disableInitialLoad(); is called to disable ad request to be sent to Google Advertisement Manager until Prebid.js ends up the auction.
- pbjs.requestBids operate calls SSP partners and identifies the winner.
- initAdserver() function is contacted us to send out an ad request to the Google Ad Manager with hb_pb secret, which contains the winning CPM value, e.g. hb_pb=”1.5 ″. (This action is connected with setting up Google Ad Manager in the next action.)
- When Google Ad Supervisor gets the demand with the winning quote, it runs its own auction in Google AdX, and returns either the AdX ad with a greater CPM, or the advertisement of the winning SSP.
For your particular case, you may need to code differently and alter the setup, however the concept remains the exact same.
Besides that, I would like to quickly discuss how to carry out lazy loading, because it is a little bit various.
How To Execute Lazy Loading
The Google tag for publishers has a lazy loading framework which will not work in the case of header bidding.
This is due to the fact that you need to run an auction, and determine and set crucial worths before sending out a demand to the ad server.
Because of that, I would advise utilizing the Crossway Observer API to identify when to fill the advertisement in the HTML
alternatives = root: null,; your_observer = new IntersectionObserver( observer_handler, alternatives ); 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 = [code: ‘your_html_div_id’, mediaTypes: banner: , bids: [, ]]; pbjs.addAdUnits(dynamicAdUnit); slot = window.googletag.defineSlot(‘ function lazySlotPrebid(slot, div_id) // endd of initDynamicSlotPrebid Now, let’s get on setting up the ad server using Google Ad Supervisor.
How To Establish GAM For Header Bidding
Ad servers require to have lots of price priority line items with essential hb_pb targeting all possible CPM worths, such as hb_pb=0.04, hb_pb=0.03, etc hb_pb crucial value targeting
 This is the bottom line that makes the header bidding engine work. The auction runs in the internet browser on page load.
As I pointed out above, you would need to develop line products in GAM with specific granularity, say 0.01– and for the CPM range $0-$20, you would need to create 2,000 line products, which are impossible to do manually.
For that, you would need to utilize GAM API.
Unfortunately, there are no solid services that you can simply download and run in one click.
It is a rather complicated job, however thanks to factors who constructed 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 set up Google Ad Manager and understand the following:
Action 1: Enable API Gain Access To
In the Google Ad manager Worldwide > General settings section, make sure API gain access to is enabled.
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 Manager, December 2022 Action 2: Produce A New Task
Navigate to Google API Console
Qualifications page. From the job drop-down, choose Produce
a brand-new job, enter a name for the project, and, optionally, modify the supplied Job ID. Click Produce.
On the Qualifications page, select Create qualifications, then choose Service account secret.Select New service account, and select JSON
. Click Develop to download a file including 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’ve produced above. Designate the function “owner” and produce the service account OAuth2 credentials. Then, click on the developed user and produce JSON type key, and download it. Screenshot from Google API Console Credentials page, Deccember 2022 Step 3: Download Job Download the job zip file and
unzip it, directory(alternatively, you can use the git command tool to clone the repo). Install composer for your os in order to construct the job. Step 4: Change your PHP.INI Modification your php.ini( located at/ xampp/php/php. ini)file and enable”
extension=soap”by eliminating”;” in front of and set”soap.wsdl _ cache_ttl=0″ and reboot Apache from the control panel of XAMPP. Step 5: Produce Subfolders And Build The Job As soon as you have everything established
and unzipped, open composer.json file and change”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 job was
n’t upgraded given that 2019, to use the latest version course of libraries. Open the command line of your PC and switch to the directory site where you have actually unzipped the files(using cd command or right-click inside the folder” Git bash here “if you have actually git set up), and run composer upgrade in the PC terminal or git terminal. It will develop subfolders and build the task. Step 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 job you’ve constructed. Next, download adsapi_php. ini file and established your Google Advertisement 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 outright directory site path to the JSON essential file in the folder root. Action 7: Set The Material Of The File Lastly, navigate to the file/ script/tests/ConnexionTest
. php and set the material of the file like listed below: putenv(‘ HOME =’. dirname( __ DIR __ ).
“/./” ); require __ DIR __.’/./ ./ vendor/autoload. php’; $traffickerId=(new App AdManager UserManager ()) -> getUserId (); if(is_numeric($traffickerId))echo” n====Connexion OK=== = n n”; else In your terminal(or git bash console) test the connection by running the command(if you are in the/ script/tests/ folder). php ConnexionTest.php You need to see a message”= == =Connection okay====” Action 8: Set Up The Parameters Browse to the
file/ script/tests/ConnexionTest. php in your job and open it. Copy and paste the listed below code into that file, and set up the parameters in the $entry and$containers ranges per your requirements.
putenv(‘ HOME= ‘. dirname (__ DIR __).”/./”); need __ DIR __.’/././ vendor/autoload. php ‘; usage App Scripts HeaderBiddingScript;$bucket_range=array(); $Your_Advertiser_Name=’Sample_Advertiser’; $pails=[“pails”=> [[‘precision’=> 2,’min ‘=> 0,’max’= > 4.00,’increment’= > 0.01], [‘ accuracy ‘= > 2, ‘min’ => 4.01, ‘max’ => 8.00, ‘increment’ => 0.05],]]; foreach ($ containers [” pails”] as $k => $bucket)
Additionally you can likewise specify ‘geoTargetingList’ => “dz, pk, ke, pt” or custom essential worth targeting customTargeting’ => [‘ amp_pages’ => yes’] if you want your header bidding to work just when the custom essential worth is set.
Run the command listed below and it will start producing line items per the bucket settings you have actually defined.
There is a tool using Python that is used similarly; you might want to offer it a shot as well.
For debugging, there are a few browser add-ons you can utilize to see if the auction runs without mistakes.
Additionally, open your webpage URL using “/? pbjs_debug=real” parameter at the end of the URL, and see console logs messages.
You need to make sure that hb_pb key worths are passed to Google Advertisement Supervisor. Usage “/? google_console=1” at the end of the URL to open the GAM console, and click on “Delivery Diagnostics” of each ad unit.
You need to see that hb_pb worths are set and passed to the ad server.
Screenshot from Google API Console Credentials page, Deccember 2022
Select An Authorization Management System
Users’ privacy is among the most important elements, and you wish to make certain that you adhere to both GDPR and GPP.
The comprehensive guidelines on how to set up a permission management system in your wrapper are here.
There are many service providers which comply with IAB’s most current standards, and here are a few of the most popular ones:
You may discover it unexpected that establishing header bidding involves numerous steps, but it is really worth it to implement. It can easily increase your profits by +30% or more by developing selling pressure on Google Ads.
This guide is for technically smart users– however if you have concerns and issues, there is an Adops slack channel you may register for and ask concerns to the community.
I hope that after reading this article, you will discover it easier to set up header bidding and enhance the money making of your website.
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