<\/h2>\nHeader bidding, also called advance bidding or pre-bidding, allows publishers to simultaneously offer ad space for sale to many SSPs or ad exchanges. The technology is based on\u00a0prebid.js\u00a0\u2013 a free and open-source library that ensures a quick integration.<\/p>\n
By permitting multiple bidders to place bets on the same inventory simultaneously, publishers increase their efficiency and receive the maximum profit, as only the highest bidder wins.<\/p>\n
Before the widespread use of header bidding, the waterfall model offered impressions through a linear sale channel. If a buyer does not win a bid, the ad opportunity is passed to the next one until someone agrees to pay the requested price. Unfortunately, this model excludes the opportunity to provide impressions to the most interested party for the best-offered price, making publishers less efficient and profitable.\u00a0<\/p>\n
On the graph below, you can see the outcome of such a system \u2013 lower bids often win due to the nature of the waterfall model; with header bidding \u2013 the highest price always wins. You can find out more about the mechanics of the bidding processes in our\u00a0blog post\u00a0on the topic.\u00a0<\/p>\nWhy do publishers need header bidding?<\/h2>\nAccording to recent data,\u00a013% of websites\u00a0among the top 100 thousand and 27% among the top 10 thousand use header bidding technology, which is rapidly growing.\u00a0<\/p>\n
Header bidding is gaining popularity among publishers, and here is why:\u00a0<\/p>\n
\nFirst, it brings transparency to the publisher\u2019s workflow by providing more control over sales processes.\u00a0<\/li>\n Maximizes profits per impression and boosts revenues; as the model ensures the highest CPM winning, it shifts the profits and benefits for publishers.\u00a0<\/li>\n Improves user experience and load speed due to the nature of the real-time auction provides wider exposure of one\u2019s inventory through SSP\/DSP.\u00a0<\/li>\n Excellent reporting quality due to the absence of sequential chaining.\u00a0<\/li>\n The auction gives insights about bids before the start, giving the publisher more control and the ability to predict revenues more accurately.\u00a0<\/li>\n Increase competition rates. Header bidding ensures more advertisers bid on the purchase of the ad space, thus increasing the competition for the impression, which in turn is beneficial for the publisher.\u00a0<\/li>\n<\/ul>\nNot only publishers benefit from implementing the header bidding model, but also the advertisers. It helps bring equal opportunities to all advertisers, no matter the size and even if they do not buy via Google. Advertisers also gain access to the premium inventory and always have a chance to buy it as long as they offer an acceptable price.\u00a0<\/p>\n
What is header bidding wrapper?<\/h2>\nIf the benefits of header bidding seem alluring, then you might be interested in getting to know the technology a bit closer. One can manage the flow of header bidding auctions through\u00a0a header bidding wrapper, also called a container or a framework. The solution aims to manage multiple demand partners, set the rules for the auction, and gather valuable analytics.\u00a0<\/p>\n
It is also relatively easy to implement. The wrapper is a Javascript tag that in default logic, should be included in the <head> section of the webpage (though there are variations in the implementation logic, with Footer Bidding, for instance), and it makes asynchronous calls to demand partners. This solution was created to ease header bidding integration and avoid additional coding.\u00a0<\/p>\nTypes of header bidding wrappers<\/h3>\nThere are three types of header bidding wrappers in terms of the ad serving logic for the auction participants \u2013 client-side, service-side, and hybrid that combines both options.\u00a0<\/p>\n
The client-side wrapper<\/em>\u00a0allows a user\u2019s browser to call different partners in parallel when visiting the publisher\u2019s website. These partners then tell their bids before the loading of the page. The software then picks the auction\u2019s winner and passes the results to Google Ad Manager. Finally, the bidding itself happens on the user\u2019s browser.\u00a0Note:\u00a0<\/strong>advertisers can bid more efficiently, but\u00a0<\/strong>the page load speed increases as more demand partners are added to the auction, which may influence the UX of the web source.\u00a0<\/p>\nThe server-side wrapper (S2S)<\/em>\u00a0sends a single call to the prebid server instead of the separate request to each demand partner independently from the viewer\u2019s browser; in this case, the bidding occurs on the prebid server.\u00a0Note:<\/strong>\u00a0advertisers bid less efficiently, but the page latency improves thanks to a single call to all bidders and the third-party bidding side.<\/p>\nHybrid wrapper<\/em>: a combination of Server-side and Client-side header bidding, calibrating the settings to achieve the best results suitable for their ad and site performance needs.\u00a0<\/p>\nBenefits of the header bidding platform<\/h3>\nEach type of wrapper can be set up per the client\u2019s needs; however, more holistic solutions like Adtelligent Header Bidding Platform are also available. Besides those mentioned above, traditional benefits of header bidding also include such features as:\u00a0<\/p>\n
\nEasy setup<\/strong>. It should be implemented only once, and there is no need to replace the script every time any changes are made.\u00a0<\/li>\nSimple control\u00a0<\/strong>with a unified interface.\u00a0<\/li>\nAutomatic integration with GAM\u00a0<\/strong>(Google Ad Manager) as a primary ad server. All setup entities are automatically created in Google Ad Manager. (Integration without Google Ad Manager is also a working option).<\/li>\nDetailed reporting<\/strong>. Analytics in real-time with customizable data granularity omitting the need for the separate analytic prebid adapter.\u00a0<\/li>\nComplete control over ad auction<\/strong>. Such auction rules as levels of timeouts, bid adjustments, allowlists\/blocklists for GEOs\/sizes, and others. Settings are easily personalized to fit every publisher\u2019s specific requirements.\u00a0<\/li>\nMultiple formats<\/strong>. Both banner and video formats are available, as well as display formats.<\/li>\nDifferent types of wrappers<\/strong>. Client, Server, and Hybrid models can either choose from or combine to unlock the maximum potential.\u00a0\u00a0<\/li>\nCore Web Vitals friendly<\/strong>. It is the primary benchmark that modern publishers are looking for in an advertising partner.<\/li>\nIncludes automated performance\u00a0<\/strong>and floor optimization that ensures the highest yield with minimal impact on vital metrics and site performance.<\/li>\nBuilt-in Adtelligent Marketplace<\/strong>. It gives direct access to the world\u2019s biggest buyers.\u00a0<\/li>\nPre-integrated Bidder Management<\/strong>. Publishers can integrate unlimited amounts of demand partners as prebid bidders or via RTB.<\/li>\n<\/ul>\nUsually, header bidding platforms have a string of included beneficial functionalities and features; for instance, Adtelligent comes with all publicly available prebid partners and built-in modules to help web publishers with currency conversion, GDPR, and user identification segmenting.<\/p>\n
How to set up the header bidding platform?<\/h2>\nAs we have already mentioned, Adtelligent Header Bidding Platform is pretty easy to implement and does not require any developer\u2019s work or advanced coding knowledge. So here are the first steps you can make to integrate header bidding, depending on the setting you already have.\u00a0<\/p>\n
The process of header bidding integration begins with getting a primary ad server that determines an auction winner and ensures ad rendering. If you do not have one, ad slots need to be set up on the page to show ads. Usually, it is Google Ad Manager, formerly Doubleclick for publishers, aka DFP. The process is pretty simplistic and does not require any advanced technical knowledge. Anyone with a computer can do that, as you can see in the instructions below.\u00a0<\/p>\n
Setting up Google Ad Manager account with Adtelligent Header Bidding Platform\u00a0<\/h3>\nSince advertisements served via prebid logic are also participating in GAM auctions, connecting the GAM account to the Header Bidding Platform is necessary to ensure that the auction would follow the targeting rules applied on the GAM side.\u00a0<\/p>\n
\n
This is the first window you will see upon login:\u00a0<\/p>\n
To create the necessary infrastructure for header bidding auction automatically, there should be granted access to API in your GAM account.\u00a0<\/p>\n
\nPress\u00a0Connect<\/em>; you will see your GAM account login tab.<\/li>\nChoose the account you want to connect.\u00a0<\/li>\n Upon the previous step completion, you will see the list of permissions required for the Header Bidding Platform.<\/li>\n After the required permissions have been granted, linking between GAM account and the Adtelligent platform is over, and you will be redirected to your account for other settings set up.\u00a0<\/li>\n<\/ol>\nAt this stage, no additional steps or manual work is needed. The integration process is basically over. However, you can take a few extra steps to navigate and calibrate the platform, and we will show them below.\u00a0<\/p>\n
Adding new sites\u00a0<\/h3>\nThe primary aggregation entity on our side is a \u201cSite\u201d. We shall provide you with a single JavaScript code per the website you operate on for your convenience by default, though multiple options are available.<\/p>\n
\n
Right after connecting your GAM account to the platform, it will ask to add new websites, as seen in the screenshot below:\u00a0<\/p>\n
Press\u00a0Add New Site<\/em>, and you will be redirected to the page where you can integrate your domain.<\/p>\n\nEnter domain (1)<\/strong>\u00a0\u2013 enter the domain name of your website that is connected with your GAM account.\u00a0<\/li>\nGoogle Ad Manager Network (2)<\/strong>\u00a0\u2013 choose a relevant Google Ad Manager Network from a popup list.\u00a0<\/li>\nMy AdUnits rely on Div Id\u2019s (3)\u00a0\u2013 check this box if you rely on div id in your ad placement setup (pattern of creating a single ad unit with different behaviors on different div id\u2019s). Press\u00a0Create (4)\u00a0<\/strong>to save the site.\u00a0<\/strong><\/li>\n<\/ul>\nGo to the\u00a0Sites\u00a0<\/em>tab (1) and press\u00a0the Create\u00a0<\/em>button (2) for any further additions to the websites.\u00a0<\/p>\nAd Units creation\u00a0\u00a0<\/h3>\nAfter adding a web source to the Header Bidding Platform, we can proceed to the next step and connect ad units. Fortunately, our Platform has useful\u00a0Site Wizard<\/em>\u00a0functionality that allows for automatic ad units and the current site\u2019s Prebid configuration parsing and import to reduce the manual workforce.\u00a0<\/p>\nAutomatic Site Wizard launch\u00a0<\/h4>\nAs soon as Site Wizard finishes its proceedings (it can take several minutes), you will see the following window:\u00a0<\/p>\nAfter clicking on the popup message, you will see Ad Units for the import menu:\u00a0<\/p>\n\nGoogle Ad Manager Ad Unit Code<\/strong>\u00a0\u2013 Google Ad Manager units discovered on the page.\u00a0<\/li>\nDiv ID<\/strong>\u00a0\u2013 div id of relevant slots; make sure to press My AdUnits rely on div id\u2019s during the site creation to implement this option.\u00a0<\/li>\nBuyers<\/strong>\u00a0\u2013 the number of buyers from the current prebid configuration on the website.\u00a0<\/li>\nClick on\u00a0Import<\/strong>\u00a0to create chosen ad units with desired buyers; the connection between units and buyers will be set up automatically.\u00a0<\/li>\n<\/ul>\nAdding New Buyer\u00a0<\/h3>\nThe good news is that all partners that work with Adtelligent Header Bidding are already integrated with the Platform, and all you need to do is choose them from the list.\u00a0\u00a0<\/p>\nIf you do not plan to add your Buyers and want to connect only to Adtelligent Marketplace, you can skip the next step.<\/p>\nTo add a buyer, you need to go to\u00a0Buyers (1)\u00a0<\/strong>tab and press\u00a0Create (2)<\/strong>.\u00a0<\/p>\nThe following window with settings for adding a new buyer will appear:\u00a0<\/p>\n
\nName (1)<\/strong>\u00a0\u2013 enter a buyer\u2019s name here.\u00a0<\/li>\nBidder type (2)<\/strong>\u00a0\u2013 choose ad type from the list (Video\/Display).<\/li>\nSelect bidder (3)<\/strong>\u00a0\u2013 choose a partner\u2019s adapter from the list of pre-integrated adapters.\u00a0<\/li>\nConfiguration (4)<\/strong>\u00a0\u2013 choose configuration type:\u00a0<\/li>\n<\/ul>\n\nSimple mode<\/strong>\u00a0\u2013 for entering parameters within the interface\u2019s field.\u00a0<\/li>\nRaw mode<\/strong>\u00a0\u2013 is for parameters in JSON format.\u00a0<\/li>\n<\/ol>\n\nParameter key-value (5)<\/strong>:\u00a0<\/li>\n<\/ul>\n\nEnter key<\/strong>\u00a0\u2013 after choosing the partner during the 3rd step, this field will be filled automatically with the necessary parameter. If needed, there is a chance to press the\u00a0Add Parameter<\/em>\u00a0button and enter some additional parameters manually.\u00a0<\/li>\nEnter value<\/strong>\u00a0\u2013 enter the provided parameter here.\u00a0<\/li>\nPress\u00a0Create (6)<\/strong>\u00a0in order to save this buyer.\u00a0<\/li>\n<\/ol>\nConnecting Ad Units<\/h3>\nThen we can go to the created buyer and press\u00a0Edit<\/strong>\u00a0to connect ad units:<\/p>\nChoose the\u00a0Associate Ad Units\u00a0<\/strong>tab and link the desired ones.\u00a0<\/p>\nPress\u00a0Add Association<\/em>\u00a0to the left from the chosen ad unit, and you will be redirected to the additional settings for it. You can set some specific parameters if provided by an ad partner.\u00a0<\/p>\nThe last step of the basic integration will be adding the snippet to the website.<\/p>\n
![\"Header](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2021\/04\/Auction_Scheme_RuEn_1-1024x538.png\" "\\"How")
![\"Header](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/02\/1200x630px_Ru-1024x538.png\" "\\"How")
![\"Connect](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-21.51.10-1024x753.png\" "\\"How")
![\"Add](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Add_your_first_website_notification-1-1024x277.png\" "\\"How")
![\"Header](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-21.53.18-1-1024x217.png\" "\\"How")
![\"Create](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-21.55.37-1024x203.png\" "\\"How")
![\"Automatic](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-21.56.13-1024x421.png\" "\\"How")
![\"Site](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-21.57.53-1024x268.png\" "\\"How")
![\"Add](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.18.43-1024x251.png\" "\\"How")
![\"Buyer](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.19.25-1024x354.png\" "\\"How")
![\"Connecting](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.20.16-1024x445.png\" "\\"How")
![\"Associate](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.20.33-1024x325.png\" "\\"How")
![\"Ad](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.21.18-1024x494.png\" "\\"How")
![\"Get](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.21.41-1024x434.png\" "\\"How")
![\"Adtelligent](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.22.06-1-1024x417.png\" "\\"How")
![\"Screenshot](\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/03\/Screenshot-2022-03-14-at-22.23.36-1024x275.png\" "\\"How")