JuliaMastering Digital Advertising: Prebid Server Best Practices and Ad Operations
Initially created by AppNexus in 2015, Prebid.js has become one of the industry's most popular header bidding wrappers. Header bidding has revolutionized how publishers and ad tech partners monetize their web inventory, becoming vital to their strategies. Enter Prebid Server, a powerful complement to Prebid.js—or a standalone solution for environments where Prebid.js can't be implemented.
In this PubСircle guide, our experts will explore what Prebid Server is and how it operates, and share Prebid Server best practices to enhance your header bidding strategy.
Pubcircle Guide to Prebid Server Best Practices
Let us begin our guide to Prebid Server best practices by first figuring out what Prebid is. It is an open-source collection of software solutions designed to help publishers manage and optimize their programmatic ad operations and strategies. It is specifically tailored for header bidding, a process where publishers offer their ad inventory to multiple demand sources simultaneously, allowing them to compete in real time. This competition generally leads to higher yields for publishers and better ad placements for advertisers.
Prebid comprises several key components:
Prebid.js: A popular JavaScript library that runs in the user's browser, enabling client-side header bidding. It provides a straightforward framework for publishers to configure and run auctions, manage demand partners, and collect bids from various sources.
Prebid server: A server-side solution that lets publishers offload header bidding logic and processing to a server instead of executing it in the user's browser. This can lead to faster page load times and lower latency during ad auctions. We’ll get to more details later in this Pubcircle guide.
Prebid Mobile: An SDK (Software Development Kit) for mobile app developers, enabling header bidding within mobile apps and extending the benefits of header bidding to in-app advertising.
Prebid video: A solution specifically designed for video ad inventory, supporting both client-side and server-side header bidding, helping publishers maximize their revenue from video ads.
Prebid's open-source nature provides transparency and flexibility, allowing publishers to tailor the solution to their needs and maintain control over their ad inventory. Its adoption has grown rapidly, with many publishers and ad tech providers contributing to its development and integration.
How does a Prebid Server work?
The solution in question works alongside Prebid.js to shift bid requests from the browser to the server, streamlining the ad auction process. By managing these steps, the tool ensures a smoother and more efficient ad auction process. Here’s a simple breakdown of how it operates:
Configuration: Prebid.js is set up to handle auctions for multiple bidders.
Auction: It conducts the auction by processing these requests.
Response: The browser receives the response with all the creative ads, including the winner.
Caching: For apps, video, and AMP, the server provides a link to the Prebid cache, where the ad code is stored.
Targeting variables: Prebid.js sends targeting information to the page, which then forwards it to the ad server.
Ad server response: When a header bidding ad wins, the ad server sends back the universal creative to the page.
Rendering: Prebid.js uses its render function to display the winning creative ad.
How Prebid Server simplifies ad placement
When it comes to placing ads on a website, the partner with the highest bid gets the spot. However, it’s crucial to understand that the server doesn't decide the overall auction winner—that's the job of the ad server. The Prebid server does play a key role by making two important decisions about which bids are sent to the ad server:
Best bid selection: For each ad impression, the server picks the top bid from each bidder. If the request allows for multiple bids, a bidder might send several responses, but the Prebid server ensures only the best one goes forward.
Targeting values: It decides which bidder gets specific targeting values for each impression. This step is essential for AMP (Accelerated Mobile Pages) but can also be useful for other environments like mobile apps.
The basic process of a Prebid Server
Here's a simplified look at how a this solution functions:
Handling requests: The server checks and completes incoming requests, resolves any stored requests (important for AMP and apps) and ensures compliance with privacy regulations.
Calling bidders: Next, it reaches out to various bidders through server-side adapters.
Generating responses: After receiving all the bids or once the time limit is reached, the server processes these bids. It handles tasks like converting currencies, standardizing bid amounts, and storing ad creatives.
The Role of Prebid Cache
Besides the Prebid server, there's also the Prebid cache, which is especially useful for AMP and video ads. This cache stores ad content returned by the bids, whether it's video ad code (VAST) or standard display ad code.
By handling these tasks, the solution and cache work together to streamline the ad placement process, making it more efficient and ensuring that the highest bidders get their ads displayed.
Implementing Prebid Server: Key Strategies
If you're looking to optimize your ad placements and boost your revenue, getting started with Prebid Server is a smart move. This guide will walk you through the three main steps to set up your Prebid Server, making the process simple and straightforward.
Step 1: Host your Prebid Server
The first step is to find a server to host your server. You have two options here:
Partner with providers: Collaborate with partners who already have a Prebid Server setup, such as Pubcircle. This option can save you time and resources, allowing you to leverage their infrastructure and expertise.
Set up your own server: If you prefer more control, you can host your own Server. This requires technical know-how and resources but gives you complete autonomy over the server configuration. Pubcircle experts can help you set up your own server as well.
Step 2: Install or update Prebid.js
Next, you need to ensure that your Prebid.js setup is up to date. All that can be done by the experts at Pubcircle.
Update existing setup: If you are already using Prebid.js, you'll need to update it with the Prebid Server code. This involves downloading the latest version of Prebid.js that includes server-side capabilities.
New setup: For those who don't have a server adapter yet, you'll need to download the Prebid.js file with server enabled. This ensures that your setup is ready to communicate with the server-side auction.
Step 3: Add adapters
The final step involves configuring your adapters and auctions:
Configure adapters: Setting up the right adapters is crucial for the auctions. These adapters allow different demand sources to participate in the bidding process. If you're already using Prebid.js, you can ask your current team to enable the server-side setup.
Set up auctions: Proper auction configuration ensures that your ad inventory is offered to multiple bidders efficiently. This step might require some technical input to ensure everything runs smoothly and optimally.
Why use the Prebid Server?
Setting up this solution offers several benefits:
Improved performance: By offloading the bidding process to a server, you can reduce latency and improve page load times, enhancing the user experience.
Higher revenue: Server-side auctions can lead to more competitive bidding, resulting in higher ad revenue.
Flexibility and control: Hosting your own server gives you full control over the setup, allowing you to customize and optimize it according to your needs.
Getting the Most Out of Prebid Server
To maximize the benefits of the solution, consider the following tips:
Regular updates: Keep your Prebid.js and server configurations up to date to leverage the latest features and improvements.
Monitor performance: Regularly monitor the performance of your auctions and make adjustments as needed to optimize revenue.
Collaborate with experts: If you're new to the solution, working with experienced partners can provide valuable insights and support.
By following these steps and tips, you'll be well on your way to a successful implementation, paving the way for better ad performance and increased revenue.
Enhancing Ad Performance with Prebid Server
As digital advertising continues to evolve, optimizing ad performance remains a top priority for publishers. One effective way to achieve this is by using the tool. Let’s explore how leveraging server-side header bidding can enhance ad performance, improve bid response rates, and ensure transparency and fairness in auctions. One of the primary benefits of a Prebid Server is its ability to move the bidding process from the user's browser to a server. This server-side header bidding approach offers several advantages:
Reduced latency: By offloading the bidding process to a server, you reduce the load on the user's browser, leading to faster page load times. This is crucial for maintaining a smooth user experience, especially on content-heavy websites.
Improved user experience: Faster page loads mean users can access content more quickly without waiting for ads to load. This speed improvement can lead to higher engagement and lower bounce rates.
Efficiency in auctions: Server-side bidding allows for a more streamlined and efficient auction process, handling multiple bid requests simultaneously without bogging down the user’s browser.
Improving bid response rates and bid density
Another significant advantage of using a the tool is the improvement in bid response rates and bid density:
Higher bid density: With server-side bidding, more bidders can participate in the auction without negatively impacting page performance. This increased participation leads to higher bid density, meaning more bids per impression.
Better bid response rates: Since the server can handle multiple bid requests at once, it can manage and process these requests more effectively than a browser. This results in better bid response rates, as bidders have more time to respond to auction requests.
Enhanced revenue potential: Higher bid density and improved bid response rates mean more competitive bidding, which can lead to higher ad revenue for publishers.
Ensuring transparency and fairness in auctions
Transparency and fairness are critical in maintaining trust between publishers, advertisers, and users. The server contributes to this in several ways:
Open-source solution: It is open-source, meaning its code is publicly available for review. This transparency ensures that all parties can see how auctions are conducted and verify that the process is fair.
Equal opportunity for bidders: By allowing all bidders to compete simultaneously on a level playing field, Prebid ensures that the highest bid wins, rather than relying on a predetermined order of bidders.
Data privacy and compliance: It supports compliance with privacy regulations, ensuring that user data is handled responsibly. This commitment to privacy further builds trust with users and regulators.
Strategies for maximizing Prebid Server benefits
By leveraging the power of the solution, you can enhance ad performance, improve bid response rates and density, and ensure a transparent and fair auction process. These benefits not only boost your revenue potential but also contribute to a better user experience on your site. To get the most out of it, consider implementing these strategies:
Regularly update software: Keep your Prebid Server and Prebid.js up to date to take advantage of the latest features and security enhancements.
Monitor performance: Use analytics to monitor auction performance, bid response rates, and page load times. This data can help you make informed adjustments to your setup.
Collaborate with experts: Work with experienced ad tech partners to optimize your configuration and troubleshoot any issues.
PubCircle Guide: Driving Advertising Success
At PubCircle, we pride ourselves on offering comprehensive solutions that cater to every aspect of ad operations.
Our goal is to empower publishers to maximize their ad revenue through a strategic and efficient approach. Here’s an overview of how we achieve this:
Ad operations services: We provide end-to-end ad operations services that cover everything from ad trafficking and campaign management to performance optimization and reporting. Our team of experts ensures that your ad campaigns run smoothly and deliver the best possible results.
Tools and technologies: PubCircle leverages cutting-edge tools and technologies to streamline ad management. Our platform integrates seamlessly with leading ad servers, header bidding solutions, and data management platforms (DMPs) to offer a unified and efficient ad operations experience.
User-friendly interface: Our platform features an intuitive and user-friendly interface that simplifies ad management. Publishers can easily navigate through various tools and functionalities to manage their ad inventory, set up campaigns, and monitor performance.
Real-time analytics and reporting: We provide real-time analytics and reporting capabilities, allowing publishers to track the performance of their ad campaigns instantly. This enables quick decision-making and adjustments to optimize revenue.
Integration with major ad networks: PubCircle seamlessly integrates with all major ad networks and technologies, including Google Ad Manager, Prebid Server, and various DSPs. This ensures that publishers can access a wide range of demand sources and maximize their ad revenue potential.
Why Choose PubCircle for Ad Operations
Choosing PubCircle for your ad operations needs means partnering with a proven leader in the industry. By integrating Prebid Server into our platform, PubCircle offers publishers a powerful tool to enhance ad performance, improve bid response rates, and ensure fair and transparent auctions. With our comprehensive solutions, advanced platform features, and proven track record, PubCircle is your go-to partner for driving advertising success.
Contact our experts to ensure efficient ad operations and efficient implementation of Prebid best practices.