Header Bidding: An Advanced Programmatic Advertising Technique

Header bidding is an advanced programmatic and moresecureadvertising technique that allows publishers to offer their ad inventoriesto multiple ad exchanges and ad networks simultaneously. Essentially header bidding is a programmatic auction wherebid requests are sent to multiple demand partners(ad exchanges and ad networks)in real time, maximizing the value of ad inventory.

Challenges To Displaying Ads

• Not able to display multiple Ads: The playercannot play various ads while watching original content as it happens on Youtube.
• Faster loading time: Header bidding decreases the time thatsells an impression and renders an ad on the page(website). It also improves user experience and SEO results.

How To Createa Header Bidding Tag?

1)Create bidders in Google Ad Manager

• Sign in to Google Ad Manager.
• Click Delivery > Bidders.
• Click on the Header bidding tab.
• Click New bidder.
• In “Select a bidder”, search for the bidder and select onebidder.
• In “Enable header bidding”, click on the "Continue" button.
• Click Delivery > Yield groups.
• Click on New yield group.
• Enter a unique yield group Name that will use for reporting.
• Select the Banner ad format.
• Select the Web inventory type.
• Click Add yield partner.
• Select any yield partner from the dropdown.
• Select the Header bidding integration type.
• Click Save.

2)Create bidders in Adbutler

• Do sign in with a username and password on the admin panel.
• Create a Publishers -> Your Publishers.
• Click on Header Bidding Setup.
• Copy the scriptand place it in any editor.
• Go to the zone section for which you want to use Header Bidding.
• Click on Header Bidding Tags.
• Copy the code from the Zone Entry field and place it in theheader script where it says ZONE ENTRIES GO HERE

How To Use a Header Bidding Tag To Show Ads?

1)Copy the script from the ad exchange and paste it into the head section in HTML.

if (!window.AdButlerHB){(function(){var s = document.createElement("script");s.async = true; s.type = "text/javascript";s.src = 'https://ads.com/hb_app.js';var n = document.getElementsByTagName("script")[0]; n.parentNode.insertBefore(s, n);}());}
var AdButlerHB = AdButlerHB || {}; AdButlerHB.cmd = AdButlerHB.cmd || [];
AdButlerHB.timeout = 700;
AdButlerHB.cmd.push(function(){

AdButlerHB.registerAuction('abhb_91097_1', [[300,250]],59604456, 18455170, "ads.com");

AdButlerHB.requestAuctions();
});

2)Copy the div code from the ad exchange and paste it into thesection in HTML where you want to display ads.

     <div id="abhb_91097_1"></div>

Conclusion

Header Biddingtag is the well suitable and most appropriate way to display multiple ads on the website. It also increases the website load time with ads. It also provides better ad management from the ad exchange server. It gives location-wise ads and also displays ads according to user suggestions.

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