Point of this article..
- Prebid is an open-source header bidding solution that allows real-time ad auctions from multiple demand sources simultaneously.
- The main benefits of Prebid include increased revenue, auction transparency, and reduced ad latency.
- Prebid can be implemented via Prebid.js for websites or Prebid Server for server-side solutions. ProPS is ready to help you fully leverage Prebid’s features.
Want to skyrocket your ad revenue? Discover how Prebid is changing the game for digital publishers.
In today’s competitive digital era, publishers are expected to maximize ad revenue without sacrificing user experience. One of the most trusted technologies is Prebid, an open-source header bidding solution that has helped thousands of publishers significantly increase their revenue.
Definition Prebid
Prebid is an open-source software suite that allows publishers to manage and optimize their programmatic advertising strategies. Designed specifically for header bidding, Prebid enables publishers to offer their ad inventory to multiple demand sources at once boosting competition and revenue potential.
How Prebid Works
Prebid functions as an automated auction system to sell ad slots in a transparent and efficient way. Here are the steps:
- User Visits the Website or App
When a user opens a website or app that uses Prebid, the system activates via a library such as Prebid.js (for web) or Prebid Mobile (for apps). - Bid Requests Sent to Multiple Ad Networks
Prebid sends bid requests to several ad partners like SSPs, DSPs, and ad exchanges at the same time. - Ad Partners Respond with Real-Time Bids
Each partner replies with their highest bid to show an ad to the user. - Prebid Runs an Auction and Selects a Winner
All bids are collected and auctioned in real-time. The highest bid wins. - Winning Ad is Displayed to the User
The winning ad is shown instantly, giving users a fast and relevant experience.
Implementing Prebid
Integrating Prebid into your website is easy if you follow these steps:
1. Choose Your Prebid Version and Components
Decide which wrapper you’ll use:
- Prebid.js: A popular JavaScript library that runs on the client side and connects to over 300 demand partners. Ideal for desktop & mobile web.
- Prebid Server: A cloud-based solution that reduces latency by moving the auction process to the server. Great for faster performance.
You can also add components like Prebid Video (for video ads) or Prebid Mobile (for apps).
2. Integrate the Wrapper
Download and customize the Prebid.js file. Add the code snippet to your webpage so the file loads from a server/CDN and runs automatically.
3. Request Bids from Advertisers
Use the pbjs.request Bids function to send bid requests to all bidders.
Create an adUnits array that describes the ad units (unit code, media type, and bidder list). Add adapters for your ad partners so they can participate in the auction.
4. Set a Floor Price
The floor price is the minimum CPM (cost per thousand impressions) you’ll accept. You can set it via:
- Manual: More flexible but requires technical knowledge and data.
- Third-party vendor: Add the priceFloors module and the vendor adapter to your Prebid.js build. Configure it as needed (per unit or global).
5. Test the Implementation
Perform thorough testing across browsers and devices to ensure the integration works smoothly without errors or conflicts.
Core Components of Prebid
Prebid includes several components tailored for different platforms—web, server, or mobile apps.
1. Prebid.js
Prebid.js is a JavaScript library commonly used on websites. It enables header bidding directly in the user’s browser. When a page loads, Prebid.js sends requests to multiple demand partners in real-time. The highest bid wins and gets displayed to the user. This is the most widely used component for website publishers.
2. Prebid Server
Prebid Server is the server-side version of Prebid. Instead of running the auction in the browser, it processes it on a server.
This speeds up page load times and reduces the load on the user’s device. It’s ideal for mobile apps or devices that don’t support JavaScript well.
3. Prebid Mobile
Prebid Mobile is designed for app developers. It helps integrate header bidding within mobile apps, so publishers can earn optimal ad revenue without compromising user experience.
4. Prebid Video
Prebid Video is a special version for video ad units. It boosts competition among video ad partners, which leads to higher CPMs (revenue) from video views.
Benefits of Using Prebid
1. Higher Ad Revenue
Prebid allows multiple demand partners to bid in real-time, increasing competition in the ad auction. This directly boosts ad revenue for publishers. With access to a larger pool of advertisers, publishers can maximize the value of their ad inventory and ensure every impression is monetized at its full potential.
2. Reduced Latency
Prebid Server significantly cuts latency by moving the auction process from the browser to the server. This results in faster page loads, better user experience, and reduces ad fatigue or page abandonment.
3. Better User Experience
Prebid helps deliver a better experience by speeding up page loading and displaying high-quality, relevant ads. Better-targeted ads increase engagement and help publishers retain their audience longer.
4. Transparency and Control
As an open-source solution, Prebid gives publishers full transparency in the auction process and control over their ad inventory. They can monitor how auctions are conducted and make data-driven decisions for better monetization strategies.
5.Equal Opportunity for Demand Partners
Prebid ensures all demand partners get an equal chance to bid on ad impressions. It avoids the favoritism of traditional waterfall systems. This promotes healthy competition, transparency, and fairness in the ad auction.
Key Features of Prebid
With Prebid, publishers can increase revenue through an open auction system that involves many advertisers and platforms. Here are some of the standout features that make Prebid a top choice for publishers:
1. Open-Source and Customizable
Prebid is open-source, meaning publishers can access and modify the source code to suit their needs. This offers full control over ad settings, making Prebid ideal for those seeking transparency and flexibility in managing header bidding.
2. Wide Range of Demand Partners
Prebid connects to numerous demand partners like ad exchanges, SSPs, and DSPs. This allows publishers to reach more advertisers, boost competition, and maximize revenue through CPM bidding.
3. Support for Multiple Ad Formats
Prebid supports various ad formats like display, native, video, and out-stream. This lets publishers monetize all types of ad space effectively and attract more advertisers leading to higher earnings.
4. Cross-Platform Support
Prebid can be used on websites, mobile apps, and video platforms.
This simplifies the management and optimization of header bidding across all digital properties.
5. Header Bidding Mediation
Prebid supports mediation, allowing publishers to combine Prebid with other header bidding solutions. This helps diversify demand sources, boost competition, and find the best bidder for every ad space.
Tips to Maximize Prebid Performance
To optimize your use of Prebid and get the most benefit from header bidding, here are some tips you can apply:
1. Always Keep Prebid Updated
Make sure you are using the latest version of Prebid. Updates often include new features, bug fixes, and important performance improvements. Regular updates ensure your system stays efficient and compatible with the latest industry standards.
2. Test Different Ad Sizes and Placements
Experiment with various ad sizes and unit configurations to find what works best on your site or app. Also, consider ad placement carefully to maximize ad revenue without disrupting the user experience.
3. Use Lazy Loading for Ads
Lazy loading only loads ads when they appear on the user’s screen, instead of all at once. This reduces page load time and improves user experience, especially on content-heavy pages.
4. Set Appropriate Timeout Settings
Configure your timeout settings to make sure Prebid doesn’t wait too long for slow demand partners. With the right timeout, Prebid can quickly switch to more responsive partners, increasing the speed and efficiency of the ad auction process.
5. Monitor Performance Regularly
Regularly monitor key performance metrics such as ad fill rate, CPM, and ad latency. By tracking this data, you can identify which ad units need improvement and how to boost Prebid performance overall.
6. Use Header Bidding Mediation
Combine Prebid with other header bidding solutions through mediation to increase ad demand sources. Mediation helps fill ad gaps and drives more competition among demand partners.
7. Ensure Ad Placement Doesn’t Disrupt Users
Visually appealing ad placements that don’t interrupt the user experience tend to perform better. Make sure your ads are well-integrated into your site or app.
8. Test Demand Partner Priorities
Experiment with demand partner priority settings to discover the most effective sequence. Giving higher priority to certain partners can help you maximize revenue.
The Future of Prebid and Programmatic Advertising
Prebid continues to grow as a top choice for publishers in advertising platforms, and this trend is expected to keep rising in the coming years.
Here are some trends expected to shape the future of programmatic advertising:
1. Growth in Mobile Advertising
A study shows that 7.41 billion people own mobile phones, making it an ideal device for showing ads. As a result, programmatic advertising is expected to become more focused on mobile devices in the near future.
2. Increased Use of Header Bidding
Header bidding is expected to become the standard method in programmatic advertising for publishers. This will encourage Prebid to introduce new developments such as Prebid Video, Prebid Identity, and more.
3. More Collaboration with Demand Partners and Bid Sources
Relying on more than one demand partner and bid source will be essential for increasing ad revenue. Therefore, it’s important for all systems to adapt to new models and become more cross-functional.
Conclusion
Prebid offers a transparent, efficient, and flexible header bidding solution for publishers looking to maximize their ad revenue. With strong community support and broad integration capabilities, Prebid is a top choice in digital monetization strategies.
However, to succeed with Prebid, publishers need careful planning, continuous optimization, and readiness to adapt to changes in the digital advertising world.
ProPS is ready to help you get the most out of Prebid features, ensuring better ad revenue with professional and technical support.
FAQ
1. What is Prebid and how does it work?
Prebid is an open-source solution for header bidding that enables real-time ad auctions from multiple demand sources at the same time, boosting revenue and auction efficiency.
2. What’s the difference between Prebid.js and Prebid Server?
Prebid.js is a client-side solution that runs in the user’s browser, while Prebid Server is a server-side solution that reduces the load on the browser and speeds up the auction process.
3. Is Prebid suitable for all types of publishers?
Yes, Prebid is designed for flexibility and can be implemented by publishers of all sizes and types, both for websites and mobile apps.
4. How can I get started with Prebid?
Publishers can start by visiting docs.prebid.org for implementation guidance or ProPS is ready to help you get the most out of Prebid’s features.
5. Does Prebid support video and native ad formats?
Yes, Prebid supports a variety of ad formats, including display, video, and native, offering flexibility in monetization strategies.