Programmatic advertising has revolutionized the world of digital advertising, offering publishers a way to maximize their ad revenue through real-time bidding and automated ad serving.
A recent study found that 90% of all digital display ad expenditure in the United States went toward programmatic advertising. The main reasons for this are the need for more effective ad trade operations and the growing desire for more targeted and personalized advertising.
One of the most powerful tools in the programmatic advertising arsenal is header bidding, a technique that allows publishers to offer ad inventory to multiple supply-side platforms simultaneously, thereby increasing competition and revenue potential. One of the most popular header bidding options is Prebid.
What Is Prebid?
Prebid is a free and open-source platform utilized by hundreds of publishers worldwide. However, setting up Prebid with an ad server like Google Ad Manager (formerly known as DoubleClick for Publishers or DFP) can be a complex process.
On top of that, the certain feautres of GAM are exclusively available to paying customers of GAM360, a premium service aimed at enterprise publishers. Therefore, if you’re a medium or large publisher, it can be in your best interest to work with a monetization platform that provides you with unlimited access to Google AdX via GAM.
Below, we cover everything you need to know in order to set up Google Ad Manager for Prebid with no issues.
Setting Up Google Ad Manager For Prebid
Before you begin setting up Google Ad Manager for Prebid, you’ll need access to a Google Ad Manager account and the necessary permissions to create new line items and creatives. Then, you’ll need to create a new line item specifically for Prebid. In Google Ad Manager, navigate to the “Inventory” tab and select “New Line Item.”
From there, select the “Price Priority” type and name the line item something like “Prebid Header Bidding.” You can leave most of the other settings at their default values, but make sure to set the priority to “12” to ensure that Prebid gets priority over other line items.
Next, you’ll need to create a Prebid creative. Navigate to the “Creatives” tab and select “New Creative.” Choose “Custom” as the creative type and name the creative something like “Prebid Header Bidding.” You’ll need to create a snippet of code that will be used for the Prebid header bidding tag later on. The code should include the Prebid script tag and any additional parameters specific to your setup.
Once you’ve created the line item and creative, you’ll need to configure targeting for the Prebid line item. This is where you’ll specify which ad units should be eligible for the Prebid header bidding tag. You can use the same targeting criteria as your other line items, or you can create new targeting criteria specifically for Prebid. Make sure to select the Prebid creative you created earlier as the creative to serve for the Prebid line item.
Finally, you’ll need to generate a Prebid header bidding tag. Navigate to the “Inventory” tab and select the ad unit you want to use for the Prebid tag. Under the “Generate Tags” section, select “Generate Header Bidding Tags.” This will generate a tag that includes the Prebid script tag and any targeting parameters specific to the ad unit.
Integrating Prebid With Google Ad Manager
With the Prebid setup complete, you’ll need to integrate it with Google Ad Manager. To do this, you’ll need to configure your Prebid setup to work with Google Ad Manager. This involves setting up key values to pass between Prebid and Google Ad Manager. The most important value is the “hb_pb” value, which is the highest bid price that Prebid received for the ad request. You’ll also need to pass other key values, such as ad size and targeting parameters.
Once you’ve configured your Prebid setup to work with Google Ad Manager, it’s time to test everything out. You can use the Google Publisher Console to debug your setup and make sure that the Prebid header bidding tag is working properly. You can also use the Ad Manager reporting tools to monitor your ad performance and see how much revenue you’re earning from the Prebid setup.
Final Thoughts
Setting up Google Ad Manager for Prebid can be a powerful way to increase competition and earn more revenue for your ad inventory. By following the steps outlined in this blog post, you can create a Prebid setup that works seamlessly with Google Ad Manager.
Remember to prioritize your Prebid line item appropriately, optimize your setup for maximum revenue, and troubleshoot any issues that arise. With a little bit of effort, you can unlock the full potential of programmatic advertising with Prebid and Google Ad Manager.+