In Ad Manager, header bidding trafficking is a feature that enables publishers to integrate their header bidding demand.
Frequently asked questions
Here are some answers to questions you may have about header bidding trafficking and how it works:
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What’s a “standard” implementation of the Prebid wrapper?
The majority of Prebid implementations are supported, but some customizations that change the way that Prebid works may prevent Ad Manager 360 from collecting bids to compete in ad serving. Note that failure to fetch data will prevent the bidder from competing, causing ad requests to fall back to status quo Price Priority line items targeted for header bidding.
To use header bidding trafficking, the Prebid implementation must meet the following requirements:
Why isn't one of the header bidders I use listed as an option for header bidding?
Not all header bidders are currently supported for header bidding trafficking. The list of bidders in the "Header bidding" tab is automatically populated with the supported bidders that Ad Manager detects from your sites. Contact your account manager if you want to suggest a new header bidder be added to the list of supported bidders.
What does Ad Manager return as the creative in the ad response if a header bidder wins the auction via header bidding trafficking?
It's very similar in terms of functionality to the Prebid universal creative, but only the relevant portions of the Prebid universal creative are inlined in the ad response (for example, web banner with or without SafeFrame rendering). Ultimately, Ad Manager instructs Prebid on the publisher's page to render the appropriate ad by calling pbjs.renderAd()
.
Are bidder aliases supported?
Prebid allows publishers to set up
bidder aliases, which enables a publisher-defined alias to be passed instead of the standard bidder code. As of May 2023, Ad Manager supports bidder aliases in header bidding. This requires Prebid version 7.35.0 or later, and for the "aliasRegistry" not to be made "private". For more information about defining an alias for a bidder adapter, see
pbjs.aliasBidder in the Prebid Publisher API Reference.
How do I add a new header bidder after I've enabled header bidder trafficking?
When you add a new bidder to your Prebid configuration on your site, the new bidder will be automatically detected. To review and enable the new bidder, click Delivery, then Bidders, and then Header bidding. Detection can take up to one day from when you add the bidder to Prebid. If a bidder is not detected after one day, please contact your account representative.
Will header bidding trafficking run on all ad units, even those where I’ve blocked Open Auction?
Header bidding will compete in all programmatic auctions unless you set up a protection to block header bidding from competing on specific inventory. In some cases, specific ad units or inventory may not be available for auction demand, such as when no yield group or Ad Exchange line item is targeted. These are usually cases when an ad unit is reserved for a direct reservation deal. Enabling header bidding trafficking does not mean that header bidding will now compete in these circumstances.
How do I report on performance with header bidding trafficking?
Header bidding trafficking impressions will have a
Demand channel dimension value of “Header bidding.” You can also use the
Bidder dimension to see performance by exchange.
In header bidding yield groups, you could use the
Yield partner dimension to see performance by exchange. Now, in header bidding trafficking, you must use the Bidder dimension.