There are a number of things you need to understand and to decide before implementing any flavor of Prebid.
This page has information about considerations of your Prebid setup such as price granularity, line item configuration, and more.
This page assumes you have read Getting Started with Prebid.js, though it applies to Prebid SDK and Server as well.
With pre-bid, you’ll need to setup line items to tell your ad server how much money the “bidder” demand is worth to you. This process is done via key-values.
Prebid.js is going to call your bidders for their price, then pass it into your ad server on the query-string. You want to target this bid price with a line item that earns you the same amount if it serves.
If you had 1-line item for every bid at a penny granularity of $0.01, $0.02, $0.03, …, 1.23, …, $4.56 you’d need 1,000 line items just to represent bids from $0-$10. We call this the “Exact” granularity option.
Creating 1,000 line items can be a hassle, so publishers typically use price buckets to represent price ranges that matter. For example, you could group bids into 10 cent increments, so bids of $1.06 or $1.02 would be rounded down into a single price bucket of $1.00.
Our recommendation is to start with $1 or 10 cent granularity until you’re more comfortable with Prebid.js. At $1, you only need to setup 10-20 line items – easy. When you’re ready, get more granular with the price buckets to improve yield.
Note that DFP has an order object limits of containing up to 450 line items (including archived line items). If you are designing your own granularity setup, make sure you do not exceed that amount. Or, you can find the recommended pre-configured granularities here.
Action Item: See the Publisher API Reference for more detail.
One set of line items for all bidders is the recommended way of setting up your line items. Choose this option if you prefer an easier, low-maintenance setup:
It’s quicker and easier to setup, because you only have to create one set of line items.
It’s easier to maintain because adding more bidders requires no change to your line item setup.
It’s less error-prone because you only need to maintain 3 keywords:
||Required||The price bucket. Used by the line item to target.||
||Required||The ad Id. Used by the ad server creative to render ad.||
||Required||The bidder code. Used for logging and reporting to learn which bidder has higher fill rate/CPM.||
Action Item: For instructions on setting up pre-bid with one set of line items for all bidders, see Send Top Bid to Ad Server - Step by Step guide to DFP setup.
Choose one set of line items for each bidder if you:
bidder=bidder_name. To run a report to attribute winning bids to bidders, you will need to rely on your ad server’s keyword reports. DFP supports this, but some ad servers do not. DFP does not support running reports for more than 2 keywords. Therefore, if you have existing reports that already rely on keywords, and you want to add a winning bid by bidder dimension, use one set of line items for each bidder.
Important: DFP has a key-value key character limit of up to 20 characters. Some of the keys without truncation will exceed 20 chars. Prebid.js automatically truncates the key length to 20 characters. For example,
hb_adid_longBidderName is truncated to
me is truncated). Note that the key is case-sensitive. To get the exact key-value keys for each bidder, find them at Bidder Params.
||Required||The price bucket. Used by the line item to target. Case sensitive and truncated to 20 chars. The
||Required||The ad Id. Used by the ad server creative to render ad. Case sensitive and truncated to 20 chars. The
||Optional||This is not required for adops. Case sensitive and truncated to 20 chars.||
Action Item: For instructions on setting up pre-bid with one set of line items for each bidder, see Send all bids to the ad server - Ad Ops setup.
Implementing header bidding requires much more collaboration with your dev team than normal Ad Ops setup. For example: