Raya Tsvetkova

What Are Header Bidding Adapters?

What Are Header Bidding Adapters?

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:…

Target CPM vs Price Floors

Target CPM vs Price Floors

Back in December 2018 Google released Target CPM out of beta and made it available to all Google Ad Manager (then called Google Ad Exchange) users. The tool is an adjustable alternative to the traditional (fixed) price floor and comes in handy for boosting publishers’ fill rates. In this article we’ll take a closer look at both the good old price floors and Target CPM, focusing on the latter as the newer yield management option.  What is a Price Floor? Going straight to definitions, a price floor is a fixed CPM price that serves as a set minimum to the bids that can participate in an auction. It allows publishers to define a price threshold for their inventory, below which they are not willing to sell. Most publishers will already be familiar with the concept, as it has been a key tool in yield management for quite a while. Price floors were especially useful in second-price auctions, back when this was the standard. Today, in a first-price auction world, the pricing strategies have changed as there is no longer a need to minimize the difference between the two highest bids.  However, bid shading has imposed the need for a tool to preserve publishers’ ad inventory value, and price floors play a key role here. Another important use for price floors is to keep low-quality ads away in order to preserve the user experience unharmed.  What is Target CPM? Target CPM, or tCPM, is another way to set price floors that…

Header bidding wrapper

What is a header bidding wrapper?

Header bidding became one of the hottest buzzwords in ad tech to overthrow the now obsolete and inefficient waterfall model. With its adoption rate rising every year since 2014, header bidding wrappers offer publishers a way to request real-time bids from multiple demand partners, querying every piece of available inventory using the code placed at the website’s header. In addition, header bidding ensures that your ad inventory is sold for a fair value, increases overall CPM, has excellent flexibility, and comes in many sizes and shapes, with options to fit any ad ops team. so What is header bidding wrapper? A header bidding wrapper is a javascript code that stays on the publisher’s webpage, making requests to the demand partners and finding bids for them. It can manage multiple demand partners while defining rules, for instance, the number of bidders participating and how long the auction waits for bids. A bid wrapper will guarantee that every demand partner has their bid request triggering at the same time. Furthermore, wrappers come with a timeout setting, defining how long the browser should wait before closing an ongoing auction. It’s also capable of dropping partners as necessary during the bidding process. Lastly, it comes with a set of analytics tools, helping identify the most efficient methods, warning if a demand resource isn’t winning impressions to remove those subsequently. How Does Header Bidding Wrappers work? Publishers can quickly add or remove partners on-demand with a wrapper instead of managing and adding code for each…


How to make money with Affiliate Programs

When it comes to programmatic web monetization, people automatically think of display adversiting and openRTB. There is, however, a lot more to explore in the ecosystem and affiliate marketing is a prime example of that. Such programs are actually one of the oldest types of advertising and surprisingly, their internet revival has somehow been widely neglected by the publishing world. In spite of their relatively low popularity, affiliate deals have an enormous potential and have become an integral part of the monetization strategy for many who have implemented them. So, let’s have an overview of what Affiliate Programs are and how to use them.

User Engagement Drives Ad Revenue

How user engagement drives ad revenue

Producing engaging content should be the top priority for publishers at pretty much all times. While it may be difficult to pinpoint what exactly that consists of, it’s without a doubt the make-or-break factor for any digital media business. A lesser known fact among industry circles is that you can actually generate way more revenue with even half the traffic, if you manage to attract an audience with high and frequent on-page actvity. In short, the higher the user engagement with your content, the more traffic your website generates and the higher your revenue opportunities are going to be. 

Outstream Video Ads

Outstream Video Ads Unwrapped

Nowadays, web users around the globe largely accept videos as their primary source of information, education, and of course entertainment. Videos are easy to consume, grab people’s attention and perform better than pretty much any other type of advertising or content throughout the entire ecosystem. Not a lot of other formats have been аs successful and video has become an essential part of marketers’ toolkit for branding purposes, driving engagement and expanding their reach across the web. Consequently, that creates great monetization opportunities for publishers, but what about those who aren’t using video as their medium of choice? Luckily there’s an answer. Outstream video allows media owners to cash in on content in pretty much any format.

Consent Management Platform

CMP – What it is and How Does it Work?

Nowadays the digital publishing industry is taking users’ consent more seriously. With the enforcement of GDPR, ePrivacy Directive and, CCPA online businesses had to readjust the way data from internet users is collected, used and stored. It became highly advisable (and in some cases obligatory) for online businesses to adopt a system that is notifying the web consumers and requiring their consent for collecting their data during their visit. This is where a CMP (a.k.a Consent Management Platform) comes to the rescue, especially for large scale digital properties with high volumes of traffic, where the adoption of a far more structured approach is required. 

The end of the third-party tracking cookies

Firefox switches off third-party tracking cookies

Firefox blocks third-party tracking cookies by default to allow users to have more control over the information they are willing to share across the web.  Since 3 September 2019, Enhanced Tracking Protection is automatically turned on by default for all users around the globe as part of the ‘Standard’ setting in the Firefox browser and will block known “third-party tracking cookies” as per the Disconnect list. Firefox’s statement: “We first enabled this default feature for new users in June 2019. As part of this journey, we rigorously tested, refined, and ultimately landed on a new approach to anti-tracking that is core to delivering on our promise of privacy and security as central aspects of your Firefox experience.”

Ad platforms for new revenue stream

Five Ad Platforms For Unlocking New Streams Of Revenue

It is quite common for online publishers to monetize their website through the standard MPU (300×250), Leaderboard (728×90), Skyscraper (160×600) type of ad formats. But what do you do when you’ve achieved a maximum fill rate and fully optimized your CPM? Luckily, not all is lost. In this article, you will find five ad platforms that you can implement in your site, that can help you unlock new streams of ad revenue.

Native Advertising

Native Ads: Highlights for digital publishers

If you’re an avid publisher,  chances are you’re already familiar with native advertising and its intricacies. That said, today native is as relevant as ever, so it’s definitely worth reconsidering in case you haven’t explored the ad format yet. Let’s have a quick reminder of the basics and summarize the benefits of adopting native ads into your monetization strategy.