Prebid.js
Background
Improve Digital supports header bidding integrations with Prebid for all formats. More information is available on the Prebid website.
Details
When a user visits the website:
Header bidding script in the head of the web page loads and sends a request to Improve Digital
Improve Digital initiates auction with DSPs
DSPs return bids for the impression
winning bid is returned to Improve Digital
Improve Digital passes back to the ad server
Publisher Ad server determines the final line item to serve.
The marketer’s ad server is called with the final line item and the ad creative is returned via CDN and loaded on the page.
This differs from a tag waterfall as all SSPs in the client-side header bidding wrapper are called simultaneously instead of routing through passbacks from partner to partner.
Setup
Prebid Client-side Header Bidding
Improve Digital team creates account or enables header bidding integration on an existing account
Publisher creates placements in Improve Digital
Publisher downloads Improvedigital adapter from Github or Prebid.org
Publisher configures the placements in this adapter and integrates into their Prebid wrapper
Bid requests are then submitted to Improve Digital by Prebid, with Improve Digital running an internal auction with DSPs and returning the bid to Prebid.
Additional Configurations
Net bid
By default Improve Digital will return a gross bid to the wrapper solution. Reporting in Improve Digital will continue to be gross figures. To activate contact your Improve Digital team.CPC pricing model
To run line items with CPC pricing model on header bidding inventory, the CPC prediction needs to be enabled on the publisher account.
Post-bid Header Bidding
Improve Digital supports post-bid header bidding. That solution uses standard pre-bid JavaScript library. Post-bid is a third-party tag setup as a creative in the client's ad server.
Improve Digital Header Bidding Wrapper
Improve Digital can also provide a proprietary wrapper solution. This provides a complete solution to run header bidding and integrate multiple bidders in a simple and scalable way.
It minimises the amount of code publishers need to handle and making sure that any further change or addition will be completely managed by the Improve Digital team and automatically pushed live across all sites without any change needed in the page source.
Contact our team for more information about this solution.