EASYBID (HEADER BIDDING) - English
Szerző: Ágnes Kokas on 2020 August 29. 17:00
Table of content
The purpose of the service is to allow clients of Adverticum AdServer to have their direct campaigns managed on the same surface with programmatic campaigns. The system has several SSPs compete for a placement/zone, also considering the settings of direct campaigns in Adverticum, like priorities and prices and in the end, the adserver serves the ad with the most income.
For the function, Adverticum provides a server-based solution, providing the following:
At present, Prebid is the most widely used "wrapper" with more than 60 partners (it's in contact with every major provider). It provides several solutions for Header Bidding the Prebid Server is one of them (http://prebid.org/prebid-server/prebid-server-overview.html). It is responsible for communication with SSPs but also handles user synchronisation, it provides different adapters (connection interfaces to SSPs), and the load of bidding and communication also falls on this server.
Needed for access for the service:
With the global parameters of the elements created in SSPs, a new object can be created on the Adverticum interface, on the EasyBID tab (similar to EasySSP sites).
Site name*: Name of the site in the SSP system. Required field!
IMPORTANT! So far, after thorough testing, the Header Bidding communication is available with the providers: Rubicon and Aform. The list can be extended with other providers accessible via Prebid.
Communication with the following providers are prepared:
The possible parameters depend on the provider, as they have required or optional parameters themselves. From the list below, only the required ones had been released but if needed the list can be extended.
Available settings after choosing Type:
Forwarded parameters: Publishers can forward their targeting variables or even their CustomTarget information to Rubicon or Adform in real-time serving. (Currently, this option is in work only with these two providers.)
Attention! For access to this service and its proper behaviour, the targeting parameters have to be uploaded in the SSP system as well, agreeing on it with Rubicon or Adform.
Commission*: The commission of the publisher (in % value). The lowest allowed value is 0, the highest is 99,9. When enabling the service Adverticum sets a default value that can be modified at the Site settings.
Attention! The new value of the commission will only be used after modifying.
It's in the Publishers interest to have a higher income than with a usual campaign in Adverticum by using the SSP system even after paying commission to the SSP. To achieve it, it is necessary to consider the fee of the SSP system besides the highest value of goals in a zone when comparing prices.
IMPORTANT! Because of the requirements of the Prebid communication, a new Site has to be created even if there isn't any further parameter at the SSP, like in case of Adform or Appnexus!
IMPORTANT! Only a Site's base settings can be modified, the Type of the site cannot (only related parameters). If the Site is wrong or becomes unnecessary we suggest archiving it.
Attention! An EasyBID Site can only be archived if there is no active banner in the system using it.
IMPORTANT! Only campaigns with "Current Player" as the advertiser, can have EasyBID banners. It also applies when copying campaigns or banners. (With other advertisers the Site list at the EasyBID banners are empty and when copying the system sends an error message.)
To avoid mistakes and for further functionalities during goal creation at the Set price option the user has to decide what kind of price settings is to be used. The possibilities are: No, not setting a price for the goal; Yes, for use of price priority; RTB, for use of EasySSP; EasyBID, for use of EasyBID in the goal.
Attention! If we set up an EasyBID goal, the system ignores the price set on the Goal-Zone tab (price set up at the base price priority function).
IMPORTANT! A goal cannot have other types of banners beside an EasyBID banner! In this case, only the EasyBID banners will be served.
IMPORTANT! An ad from the Prebid server, that is an EasyBID banner can only be served in an EasyBID goal (setting price as EasyBID) and an EasyBID zone!
Attention! Only in campaigns with Current Player as the advertiser can an EasyBID banner be created or copied to.
An EasyBID option has been added to the banner types, this can be used to create an object participating in Header Bidding.
Name*: The banner's name appearing in lists. Required field!
IMPORTANT! Only three different sizes are allowed to be set up for a banner!
Attention! In the OpenRTB 2.5 standard, sending the size of the banner in the request is compulsory, but Adform differs from the rest of the SSPs. In their case, the requested size doesn't matter. They will send an answer in the size of the Adform tag in their system.
Bidfloor (USD): The lowest possible bid price. It's not a required field and only gets into consideration when the lowest price calculated by Adverticum is lower than the set Bidfloor.
Allow Interstitial: By clicking the checkbox the interstitial display from the SSP is enabled. Works only if the setting is also chosen on the EasyBID zone.
EasyBID site relations: To a new site relation the already existing EasyBID sites can be chosen and used for the banner from a dropdown menu. This object defines the settings specific to the tags from the SSP system and makes sure they will be forwarded to the Prebid server. A banner can have several different sites from different SSPs or sites from the same SSP handled as separate units.
Requests to the Prebid server will travel in "banner packages" and they are evaluated as one.
Parameters, and whether they are required or optional, depend on the selected SSP. From the list below, only the required ones had been released but if needed the list can be extended.
*Attention! In AppNexus there are only two ways to fill the 'placementId', 'inv_code' and 'member' fields, giving all three parameters is not allowed. If 'placementId' is available there is no need for giving more parameters. If 'placementId' is not available, giving both 'inv_code' and 'member' parameters are compulsory.
IMPORTANT! EasyBID sites are created as a new, previously non-existent relation in the system. To avoid future inconveniences, particular attention should be paid to the followings. Parameters and details of the banners must be set correctly!
If these are set inaccurate, saving the object the system won't store the parameters, only gives an error report, and when creating a new object the banner will be created even without saving.
Display: An EasyBID option has been added to the displays, this can be used to create an object participating in Header Bidding.
To run an EasyBIDEasyBID campaign in a certain zone, it is necessary to enable the function on the zone as well. Enabling the display and checking EasyBIDEasyBID function will make a zone EasyBIDEasyBID compatible, rendering the zone eligible to participate in Header Bidding serving.
EasyBID specific parameters of a zone:
EasyBID*: Yes/No options. Choosing yes will reveal further setting options. Required field!
Attention! In an EasyBID zone, it is possible to run not only EasyBID but other compatible banners and goals.
Accessibility to EasyBID statistics can be allowed to users. It can be done by opening the user's details tab, checking the "All measuretypes" checkbox.
Access can be granted by all users in the profile uniquely (full access is required for access-management).
Statistics of the SSP campaigns are available in the Adverticum AdServer. The adserver saves the price of the winning bid and that from which SSP the bid has arrived. The sum of Header Bidding is also available with the opportunity of breakdown into different SSPs.
IMPORTANT! Statistics of SPP systems define the basis of accounting. They will serve the punctual and detailed data.
The new measuretypes are sorted into two groups:
A.) Available to everyone using EasyBID service:
B.) Optionally available to those who use...
... Rubicon in EasyBID service:
... Adform in EasyBID service:
... and so on.
Availability of the optional measuretypes depends on the SSP system the Adverticum client has a contract with, with whom they want start bids.
The default currency in Prebid is USD, so we have to apply rate conversion giving the option to our clients to have their campaigns running with price priority compete for impressions with other services.
At the price priority settings, there is an option for three currencies: HUF, EUR, USD. The amount then will be changed to USD using the daily current exchange rate based on these services:
For further information on our price priority service please visit this section of our Knowledgebase.
The priority consideration of the order of serving is unchanged in Adverticum AdServer. EasyBID goals are on the same level as price priority goals, the zone's priority and subpriority, and goal's priority all go along the price settings. If these parameters are matching, and there are several banners eligible to be served (with EasyBID banners amongst them), the system will take prices into account and forwards it to the Prebid Server to request ads above this price (SSPs participating in this communications will use this amount in the bid. There is an option to add commission to the price which Adverticum calculates to the price forwarded.)
Process of serving:
IMPORTANT! Different types of bids can be in the answer of the Prebid Server but the Adverticum Adserver handles all of them in the same way, it serves the one with the highest price every time! (It is also the case if a contracted deal should be served in a zone but it has a lower price than another one.)
Attention! The more SSPs participating in the bid the bigger the chance to get a maximum price for the impression, but it also means a longer serving time. Therefore, the publishers need to work with a minimal number of SSPs bringing the higher income. The opportunity, to have statistics in SSP breakdown will be an invaluable help determining that.
If the system receives no answer for the EasyBID request in time, serving of the banners will continue traditionally, as if no winning bid has arrived.
Default timeout values starting the EasyBID service (these can be modified if requested):
IMPORTANT! EasyBID zones are zones with EasyBID settings!
If we want the EasyBID zones to be handled in a separate request, the following meta tag is to be embedded into the <head> tag of the website:
<meta name="separateRTB" content="true">
If this meta tag is in the site, the invocation will be modified as follows:
Using this method, serving banners can be quicker because the zones won't wait "emptily" until all the ads are available from the 3rd party systems, and they won't block the site from loading.
Changes in document.write invocation: The same mate tag has to be used as above and in this case the doc.write invocation changes as follows:
RTB and EasyBID zones invoked via Doc.write are served with Goa3 requests, so other non-RTB/non-EasyBID doc.write and traditional Goa3 requests will be served first.
In this case, already served banners can exclude RTB or EasyBID banners.