Header bidding plugin for Revive Adserver    
Product Information

Header bidding and wrapper solutions currently in-market are reactionary and incomplete.  Our Header Bidding plugin for revive adserver is the only Prebid first wrapper solution that provides transparency while empowering publisher control and accelerating innovation through open source with enterprise tools. Optimize your integration of client- and server-side demand across Banner Adformats, including Desktop, Video (Instream / Outstream), and future-proof your ad-decisioning strategy.

Header bidding plugin workflow


Header Bidding
Header bidding is a form of programmatic auction in which bid requests are simultaneously submitted in real-time to multiple demand partners that every single ad impression has the potential to be purchased at its maximum value, depending on the available demand. These deals are then passed through various filters (floor price and targeting criteria) that publishers configure in their ad server. The highest bid is selected from the filtered bids, and then finally, the creative is displayed to the user. This entire process takes in a fraction of second. Header bidding requires a JavaScript code snippet to be added to <header> section of the website. This JS code enables publishers to generate bid requests by using browser resources. Basically, real time bidding is an umbrella term and header bidding falls under it as an advanced bidding solution.

Publisher Waterfall
Before header bidding, publishers were using the waterfall method of ad serving (also called daisy-chaining) to sell their inventory, under which, the entire inventory is presented to one bidder at a time. The first bidder buys some of the inventory and the remaining inventory is passed on to the next bidder. Similarly, the next bidder buys another part of the inventory, and then again, the remnant inventory is passed to the next bidder in line, and so on. The publisher waterfall was an inefficient way of selling inventory. Next, publishers were not getting the true value of their impressions. The premium inventory already sold to previous bidders at a lower cost. And there was no way to compare performance and optimize it.

What is Prebid ?
Prebid is an open-source header bidding wrapper. In order to use Prebid, publishers insert their JavaScript snippets onto their websites. This allows publishers to set up line items and make async ad calls, without having to develop in-house technology. Publishers can allow third-party demand partners to bid on their inventory using the Prebid adapter.

How Does Header Bidding Work?
Header bidding starts as soon as a webpage begins to load on the user’s browser, in parallel, the wrapper initiates the auction by sending bid requests to the demand partners. Header auction works on the first-price auction model, which means that the highest bidder gets to serve their ad creative, and they pay exactly what they bid during the auction.Before header auction bids are submitted to the wrapper, the demand partners run their own auctions to decide which advertiser or DSP will participate in the main header auction.

1. Publisher partners with a third party header bidding provider and implements the JavaScript code in the header of each page.

2. The code allows the header bidding partner to participate in every bidding auction on the site. So advertisers have more opportunity to bid on impressions and increase completion for publishers.

3. The highest bid from the header bidding partner is sent directly into the publisher’s ad server.

4. In the ad server header bidding partners can compete with all other demands sources including internal and direct buy sources from the publisher.

5. Highest bidding’s creative is displayed and the publisher can be confident that they have received the optimal revenue for their ad space.

Client Side & Server Side

Client-side header bidding: Auction runs on the user’s browser. On the bright side, browser auction offers improved targeting due to better cookie match rates with publishers have access to more bid level data. However, client-side header bidding is notorious for causing high page latency, due to higher browser resource and network consumption.

Server-side header bidding: Auction is conducted on a dedicated auction server away from the user’s browser. This technique saves network bandwidth and browser resources, decreasing page latency as a result. However, when it comes to targeting, the server-side method fails to deliver the desired results due to decreased cookie match rates.

Passback tag
Auction takes place between third party ads and internal ads as well. Usually in Revive Adserver, a passback tag is integrated in the event when third party ad or an internal ad isn’t returned the house ads are displayed. The case is similar in header bidding as well. House ads are displayed completely based on the publisher’s requirement.

Stats and reporting
Using the Header Bidding plugin, publishers obtain access to in-depth and unified reporting that provides information of the sales across all header-bidding integrations in the system. It gives publishers more insight into the latency speed, bid dynamics, and partner performance metrics. These reports can be further utilized to formulate business strategies and discover ways to increase the revenue.

Benefits Of header bidding
The header auction is real-time, it gives publishers the chance to maximize the revenue generated from every single impression.
Since header bidding sends bid requests simultaneously to all the demand partners, it gives them equal opportunity to make their bids.

Basis the bids submitted, publishers can compare the performance of each transaction using log-level data and work on tweaks for greater yield.

Regular Price: $5,000.00

Special Price $3,000.00

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Regular Price: $5,000.00

Special Price $3,000.00

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