The error sounded like: CMP not found etc.. . Such error became a reason for auctions cancellations.

While investigating and looking deeper we’ve noticed that affected publishers use GAM “Privacy & messaging” feature for GDPR/USP notices and consent collection. This feature started to return _tcfapi function late, so prebid wasn’t able to read users consent.

Headbidder team developed and implemented a tool that helps users to overcome the issue. Also it brings monetisation functionality to publishers back.
The tests were completed successfully. The tool has been rolled-out platform wide.

The post TCF v2 support with Google Ad Manager integration appeared first on HeadBidder.

With the latest update HeadBidder platform made a step toward. It introduced cross-platform analytics feature. Now it puts together all the analytic numbers that generates an ad unit on page. Header bidding and Google Ad Manager analytics also.

We’ve conducted some investigations when site is integrated simultaneously with Google Ad Manager (GAM) and Prebid. We made assumption that in this case Prebid driven clients lose a part of auctions. From commercial side that’s not bad as GAM is pushed to pay higher to win the auction in this case.

However, publisher needs to get the general picture of the advertising stack performance on a website or a sigle ad spot. User should be able to analyse volumes and CPMs, broken by site, bidder, geo, platform and other parameters.
With traditional setup to have a “bird view” result users need to make multiple reports from several platforms and perform a cross-check manually.
With the cross-platform analytics tool introduction it’s not an issue now. HeadBidder tracks, counts and adds a number of sales that lost with Prebid but filled with GAM with banners or video ads.

These numbers give an opportunity to users to assume total number of sales via the ad unit, a border CPM when GAM starts winning and Prebid starts losing auctions, and assumption about total revenue for a slot within a timeframe.

This is how reports look like:

For more info contact account manager.

The post Google Ad Manager. Cross-platform analytics available appeared first on HeadBidder.

In fact, we do understand why. At the same time we understand how it affects prebid users that used to have accounts there.

Thus industry has these options currently for header bidding users:

• to be a supplier with an SSP that hosts PBS for a revenue share,
• to pay for standalone PBS,
• to host PBS by themselves.

While Xandr stops Prebid Server, HeadBidder runs it. It supports usage of the Prebid Server by default out of the box. Our customers may choose which server will be used: Xandr, Rubicon or Own-hosted one.

Furthermore, Headbidder tech team works hard on prebid server to provide it for wide access.

Please take a minute to fill out our short survey. Just 4 QUESTIONS will help us to understand if you use prebid server and how if yes.

We highly appreciate your feedback.
Headbidder team.

The post Xandr stops Prebid Server, HeadBidder runs it appeared first on HeadBidder.

Why it is needed

Prebid versions are constantly updated. Headbidder always has the newest one on top for publisher choice. At the moment the recent one is 7.13.0.

Prebid.org itself does not support any version of Prebid.js prior to the previous version. It advises to upgrade to a newer version. Say, if at the mement the newest 7.x then you won’t get support for 5.x.

There is no longer 5.x versions in its drop down menu.

However, our practice shows that various versions work better or worse for different publishers. And then the newest one isn’t always the must choice.

For instance, when one user requires the latest one, another asks for version 4.x support because it brings the best results with his advertiser.
Having this in mind, we do not dispose of prior versions and help our users with fixing issues publisher faces.

We introduced Prebid Version Switch button to give publishers an option continue work with tech stack they used to, to make it more comfortable and user friendly.

We are always here to answer your questions.

The post Prebid Version Switch button released appeared first on HeadBidder.

When choosing the best one, the common requirements to the tech solutions usually are:

– white label solution should be available. Participating publishers should have access to their statistics and reporting;

– support and tech teams should assist through integration road map and after commercial launch;

– granular analytic available;

– supports latest technologies on in the digital industry;

– follows the industry rules and regulations.

Now, when to existing technologies of waterfall and open bidding joined header bidding tech stack, it became more complicated for publishers to consider what to use.

Header bidding, waterfall tech or both? The main difference among solutions is where and how the ad auction takes place.

Header bidding:

1. We install a wrapper in the website header

2. Using it advertising requests from web page go to the potential buyer

3. Bids returned inside the script, winner bid determined

4. Web page content loaded together with the winner bid and its advertisement

Waterfall:

1. Web page starts loading content

2. Web page contains ad spot with ad server script

3. This script sends ad requests to third party server

4. Then, third party server starts finding buyer in it’s black box. Such black box may contain a number of waterfalls.

5. When buyer determined we get response with ad banner. We as a publisher do not know the price of sold impression at this stage. We will see it in the reporting afterwards.

6. In some cases the whole page with it’s content and advertisement can not be fully loaded unless ad banner loaded.

Obviously the newest technology – header bidding is the most transparent and fast. But we see a lack of technology solutions providers, which would allow vendors to operate as an ad network from one side, and to be compatible with existing adtech market form the other.

Header bidding and Waterfall combined

What we made on headbidder.net platform – we developed a tool which combines header bidding operations together with GAM, Amazon, etc. adtech for publishers. It can be run also under White Label shelter if you build header bidding White Label Ad Network.

Headbidder framework combines and does that all on one place simultaneously :

– you can add multiple bidders via UI,

– it supports client-side or prebid-server calls,

– the prebid server might be Appnexus, Rubicon, or your own,

– third-party user-id providers built in,

– custom buckets for GAM supported,

– we provide customers with an option of manual or API-based GAM integrations. Plus, you may choose between per-site or Run-of-network GAM orders,

– you may easily integrate Amazon ads via our tool as well.

Now, when digital advertising methods become more and more complicated, all these options become must-have for publishers.

The post What tech solution to use for a network of sites appeared first on HeadBidder.

The first announcement of deprecating third-party cookies was made in January 2021. So, it stated that technology was supposed to stop working in Chrome by the end of 2022. However, later Google pushed back the deadline to 2023.

Thereby for Headbidder users it means, that they can yet use long-living and well-tested user id technologies. They still help generating more revenue. Headbidder supports the UserID module. It offers built in integrations with 3rd party User ID providers in UI.

Nothwithstanding, we constantly track new trends in digital ecosystem to be on top and deploy up-to-date features for our users.

The post Google shifts deadline for Cookieless world appeared first on HeadBidder.

From tech side, there are several important changes such as:

• FPD (first party data) is not available in setConfig any more. Publishers must use either auction specific FPD or FPD for Instream video and infinite scroll pages.
• Also continues the work on Video module integration into the prebid core. The aim is to simplify integration of JW and Video.js players and instream video ads using prebid. Headbidder.net [HBM] has built in both integrations earlier.
• Implementation of dchain [Demand Chain Module] support has begun, more details here. IAB Tech Labs introduced Dchain module June 2021 but for the moment only Xandr demand supports it. Although it is expected that it’s adoption will grow fast. The reason is, that publishers are as sensitive to the creatives they get on their webpages as advertisers care about the traffic they get for their advertisements and require to pass supply chain signals [schain] to them.

Along with the amendments above there are also many new details which publishers and bidders should track.

HBM is launching Prebid 7.3 support today. Thus it’s users just have all that straightly out of the box and do not need to make developments on thier sides. Headbidder team looks after all innovations on a day to day basis and upgrates/develops platform’s features immediatelly.

Please do not hesitate to contact even if you just have a question or
need consultation regarding header bidding in general.

The post What’s new in 7.0 version of Prebid appeared first on HeadBidder.

Expert [Advanced] mode is used when supply chain includes more than one seller. In this case the user can add as many selling nodes as he likes.

More information regarding SCHAIN support feature you can find here: Prebid module description and Technology description

Welcome with your quiries if you just have a question or need consultation regarding header bidding in general.

The post Schain support feature release appeared first on HeadBidder.

So, along with website’s traffic and impressions volume it highly important to provide certain click rate and value of each click.

Clicks

Getting clicks means interest of website visitors. This also means, that there is a high chance that interested user will dive into more details and be almost ready to purchase an offer. In other words, it will help to increase yield from a website. Please pay attention to the below in order to stimulate curiosity of a website’s audience.

1. Creative and creative content quality.
   Top performing creatives are usually done in attractive and bright manner. Whereas content should be readable and plain and have call to action section.
2. Creative layout plan.
   Creative layout design should be atrranged to grab a visitor’s attention and communicate information in a visually appealing way.
   While repositioning of ad units can partially cure banner blindness. Also, if a website allows, it ispossible to randomize ad spots positioning.
3. Formats. For different devices which visitors use, aligne the best fitting format. When choosing a format think about native as well.
4. Targeting.

Click’s price

The more popular vertical and higher conversion rate the higher click’s price and yield.

1. Quantity of demand partners. Active auction for clicks provides higher click rates.
   But remember that nobody canceled the golden mean law. Try to search for compromise between a number of demand partners and stable website functioning.
2. Seasonality (if applicable for the good/product)
3. Trafic quality given by quality of website and it’s content. Interesting, useful and original content is always on top among visitors.
   Exlude bots, iframe and similar.
4. Website’topic.
5. All points above lead to the conversion rate of an ad spot. Ultimately, demand partners look after calls, orders, etc. – sales increase. When you come to conversion rate analisys, don’t forget to work on misclicking minimization.

The post How to increase yield from a website (part 2) appeared first on HeadBidder.

1. Impressions of ad units,
2. User’s cliks on adspots,
3. Price of click.

Here we’ll look more precisely into how to improve the ad spots impressions on website’s pages.

1. Grow coverage (determine optimal quantity of ad spots).
Carefully add ads spots paying attention to such metrics as user’s time on website, bounce rate as the same time keeping an eye on the dinamic of yield change. Pages load time and user’s adblocking rate shouldn’t be affected.

2. Improve viewability.
Leaderboard (horizontal banner) it’s better to aligh on the first screen below the header. This will allow to avoid accidental scrolling and increase viewability.
Also viewability depends on the loading speed.
Choose your tech stack. For instance, header bidding stack allows to decrease loading speed in comparison with the js tags and waterfall.
Using Lazy load feature also helps to increase viewability.

3. Grow pages/visits ratio.
Implement recommendations spots, this will increase users engagenment. Such spots also may be used for native ads.

4. Decrease bounce rate
Might be achieved with improving site’s navigation ans search. The eaiser browising the longer user stays on your website. Intuitive design is also your friend.

5. Drive more traffic
Keywords, guest posts, useful and attractive content, social media, backlinks are your tools for attraction audience on a website.

6. Increase fill rate
If there is no need or special obligations, don’t limit advertising by geo or brands. The same is for floor rates if you do not have 100% fill rate.

To set up header bidding on your website or just ask a question please contact us.

The post How to increase yield from a website (part 1) appeared first on HeadBidder.