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Prebid.js, the most popular header bidding technology, was initially launched back in 2015. According to its creators, the goal was to “make header bidding easy for publishers by bringing conformity and simplicity to the header bidding process”. Today, Prebid has become the most widely used header bidding wrapper on the web. It is an open-source technology that allows anyone to build on it, using one simple optimized foundation. It also offers the largest repository of working header bidding adapters. In this article, we’ll discover what exactly are header bidding adapters and look at a few examples.  What is a Header Bidding Adapter? Header bidding adapters are a piece of code that is used to create bid requests and process these requests to a specific demand partner. Each programmatic partner that the publisher wants to include in their header bidding setup has its own adapter, which must be added to the wrapper. The adapter carries the bid request along with information about the ad size, type, and format. The most popular header bidding adapter is non-surprisingly that of the most popular header bidding wrapper – Prebid.js. Prebid is a free open-source header bidding technology, which has the largest repository of working adapters, supporting over 300 demand partners and 50 analytics providers. There can sometimes be compatibility issues between different adapters in one container, in which case the adapters could be adjusted by either the buyer or the wrapper management party. Types of adapters Prebid offers two types of adapters for publishers:…

Interstitial ads have become quite popular in the last few years, despite the penalties set by Google back in 2015. They are most popular on mobile and in gaming apps, however, in 2020 Google also launched interstitials for the web (check out this article for more information on them). Since then, the format has gained more traction and has its fans and critics. Let’s see what exactly are interstitial ads, what are their pros and cons and some best practices for their implementation. What are interstitial ads? Interstitials are essentially full-screen ads that can be displayed on desktop or mobile web, or in-app. Normally, they appear at transitions points (such as navigating away from a page or after pausing a game) to minimize intrusiveness. Interstitials can be a variety of types, including, but not limited to images, video, rich media, and text. They are characterized by high click-through and CPM rates. However, publishers need to use them in compliance with the Better Ads Standards, Google’s Search Standards, Google’s recommended implementations, and best practices in order to stay away from penalties.  A compulsory element of interstitial ads is having a clear exit/close button. Web interstitials also have a fixed frequency cap of one ad being shown to a user per hour per subdomain. Ads should be preloaded in order to avoid latency when being displayed to the user and to ensure a positive user experience.   Advantages Let’s take a look at why this ad format is so popular among publishers. High…

Header bidding has become the buzzword of the last few years and its widespread adoption by the ad tech world means there’s a reason for that. It maximizes demand competition for every ad impression and boosts revenues. Soon after header bidding’s rise, Google introduced Exchange Bidding, or EBDA (Exchange Bidding in Dynamic Allocation). It was meant as an alternative to header bidding that required much less publisher involvement. Today, Google’s product is known as Open Bidding. In this article, we’ll take a look at both header bidding and Open Bidding, how they compare to each other, and how publishers can decide which one to use. What is Header Bidding? A technology that allows multiple ad exchanges to simultaneously bid on the publisher’s ad inventory before a call to the ad server. It can be implemented client-side (i.e. browser-side), and/or server-side. Both ways have their pros and cons, but the main goal is to reach a larger number of demand sources than with the traditional waterfall method and hold the auctions in a transparent and efficient way. Today, publishers can choose from multiple header bidding demand partners and use open-source, proprietary, or managed wrappers to streamline the process. Chances are, if you’re monetizing your website, you are using header bidding or considering it.  Naturally, with header bidding’s adoption getting wider and wider, Google had to offer its own version. Enter Exchange Bidding in Dynamic Allocation (EBDA). Now known as Open Bidding.  What is Open Bidding? Open bidding is Google’s server-to-server technology…

According to Kevel’s header bidding tracker in 2021 Amazon has become the top header bidding adapter, with 78% market penetration, among the 10K US publishers who do header bidding. Amazon’s server-to-server wrappers, TAM and UAM, are bringing Amazon’s unique demand and their highly valuable first-party data to the table, an opportunity for revenue growth that few would pass. Let’s take a look at both to find out when each is used and what are their advantages and disadvantages.  What is Amazon UAM? Unified Ad Marketplace (UAM) is a server-side header bidding solution, created by Amazon for small and medium-sized website publishers. Typically, these publishers will already be using Google Ad Manager as their ad server, running prebid, and won’t have any direct SSP relationships yet. Instead, Amazon would handle the partnerships on behalf of the publisher, for which it charges a 10% fee from the bid rates. UAM aggregates demand from Amazon plus most of the large SSPs and provides a transparent and fair platform for a first-price auction. The bidding happens on Amazon’s servers, as you would expect from an S2S header bidder. Publishers can use the platform for desktop and mobile display ads, but not for video or native yet. To protect your inventory from low-quality ads, you can block advertiser domains, IAB categories, as well as specific creatives.  Pros & Cons of UAM Why use UAM? Increase demand: plug in unique demand from Amazon and reach buyers that are not typically accessible by small publishers; Simple ‘plug-and-play’…

If you are monetizing your website with Google Adsense, either as a main method or as a backfill, you need to comply with Google’s policies in order to stay in the game. Familiarizing yourself with the rules and guidelines of the technological giant is one way to approach the matter. Another useful practice is to check if you are committing any of the most common violations. This will help you fix any unintentional mistakes and prevent you from getting banned for serious offenses. So let’s take a look at some of the most common Google AdSense violations. Clicking on ads on your website. Asking or paying others to do so. This simply isn’t fair play. If you were the advertiser, you wouldn’t want to pay for clicks by users who aren’t genuinely interested in your product or service. Therefore, you must not click on ads on your own website or try to “artificially inflate the impressions or clicks the ads receive, either through automated or manual means.”* This includes a ban for any activity that incentivizes users to refresh and/or click on ads, such as offering rewards, asking users to support your website by interacting with the ads on your site or using a third-party service that generates clicks or impressions. Don’t ask your friends or family to do it either, as any repeated clicks are considered a violation as well and may cause you more harm than good.   Note that you (or your testers) are not supposed to test…

Header bidding has been around for several years already and quickly became a hot topic for publishers, advertisers, and all people ad tech. Today, it is well adopted by the industry, promising fast and fair competition and higher returns. The beginning, however, wasn’t one without flaws, and the technology is still developing. For example, in the early days of header bidding, publishers had to put numerous tags in their headers in order to increase demand, which in turn, led to latency issues. A fix for this issue was quickly discovered with header bidding wrappers. Over time, further innovation brought the trading process to the server itself, whereas in the beginning, it was an in-browser solution only (known as client-side header bidding). In this article, we’ll dig deeper into server-side header bidding, its advantages, and disadvantages.  What is Server-Side Header Bidding? Also known as server-to-server header bidding, or S2S, server-side header bidding is the latest development in header bidding, which allows the auction to happen at the server, instead of the browser, thus minimizing latency and allowing for increased demand partner capacity. To better understand the differences between browser- and server-side header bidding, let’s first take a quick look at the browser(client)-side. With this option, advertisers place their bids inside the header of the webpage. A high number of header bidding partners in the auction can mean more delays, thus publishers will often put a cap on demand and end up with somewhat inefficient ad performance. The technology is limited by…