Header Bidding Trafficking: A GAM 360 Breakthrough

This post was most recently updated on February 21st, 2024

Header Bidding Trafficking revolutionizes the conventional header bidding approach. It’s an advanced feature within Google Ad Manager, uniquely designed to integrate client-side demand directly into the auction mechanism. This integration speeds up and simplifies the header bidding process, reducing ad management complexities & streamlining operations for publishers.

How Does Header Bidding Trafficking Differ from Traditional Header Bidding?

Traditional header bidding collects programmatic bids on the publisher’s webpage before the ad request is sent to Ad Manager. HBT, on the other hand, is a more integrated approach within Ad Manager, offering a seamless and efficient process. This method not only simplifies the setup but also enhances the overall performance and reporting of header bidding.

Here’s a comparison table that contrasts traditional Header Bidding with the new Header Bidding Trafficking (HBT) feature:

Feature	Traditional Header Bidding	Header Bidding Trafficking (HBT)
Integration Approach	Collects bids on the publisher’s webpage before sending ad requests to Ad Manager.	Integrates directly within Ad Manager, offering a more seamless and efficient process.
Setup Complexity	Can be complex and requires more steps to integrate with Ad Manager.	Simplifies the setup process, making it more user-friendly and accessible for publishers.
Performance	Performance varies based on the efficiency of bid collection and ad request processing.	Potentially improves performance by utilizing true bid values, leading to more effective and granular bidding strategies.
Reporting	Separate reporting for bids and ad performance, which may not always be consolidated.	Offers enhanced, consolidated reporting across all demand channels for more accurate and comprehensive insights.
Overall Efficiency	Efficient, but can be improved in terms of integration and reporting.	Significantly more efficient due to streamlined integration and improved performance and reporting capabilities.
Ideal for Publishers Using	General publishers with programmatic advertising needs.	Specifically designed for premium publishers using GAM 360, offering tailored features and advantages.

Discover the Transformative Advantages of Header Bidding Trafficking (HBT)

1. Streamlined Header Bidding Management:

• Revolutionizing Simplicity: HBT redefines header bidding by integrating bid values directly into Google Ad Manager through Google Publisher Tags. Say goodbye to the labyrinth of thousands of price priority line items and cumbersome shell creatives. This sleek approach minimizes complexity, streamlines your workflow, and reduces the likelihood of costly errors.
• Efficiency Meets Innovation: Experience the freedom of a less cluttered, more efficient management system. HBT’s streamlined process not only eases your workload but could also boost your revenue by avoiding common pitfalls in the bidding process.

2. Enhanced Header Bidding Performance:

• Accurate, Unified Reporting: Step into a world of clarity with HBT’s consolidated reporting. Get accurate, real-time insights across all demand channels. This comprehensive view provides a deeper understanding of your ad performance, enabling informed decisions and strategic planning.
• Efficient and Precise Bidding: With HBT, enter the era of precision. Bids are based on actual values rather than mere floor prices, leading to more effective and lucrative bidding strategies. This heightened efficiency translates into potential revenue growth and a competitive edge in the market.

3. Innovative Experiment Workflow:

• Test, Learn, and Grow: HBT introduces an experimental workflow, allowing you to test its impact on your revenue seamlessly. This trial phase is a risk-free opportunity to witness the transformative power of HBT firsthand, ensuring that you make informed decisions about integrating it into your operations.
• A Sneak Peek into Future Success: This experimental feature is your crystal ball into the future of ad management. See the tangible benefits of HBT for yourself before fully committing, ensuring a smooth transition and a confident step towards enhanced revenue generation.

How to use Header Bidding Trafficking?

Harnessing the power of Header Bidding Trafficking (HBT) can elevate your ad management to new heights. Here’s a straightforward guide on how to implement HBT effectively:

1. Essential Setup for HBT:

• Integrate Prebid Wrapper: First and foremost, incorporate the Prebid wrapper into your system. Ensure you follow the standard implementation guidelines provided by Google.
• Implement Google Publisher Tag (GPT): Utilize the Google Publisher Tag on your website. GPT is crucial as it works in tandem with your Prebid wrapper to facilitate HBT.
• Focus on Banner Ad Format: When setting up HBT, make sure to target the Banner ad format. This format is currently supported and optimized for HBT.
• Web Inventory Type is Key: Your focus should be on the Web inventory type. HBT is specifically designed to work seamlessly with web-based inventories.

2. Tagging – No Changes Needed:

The good news is, there’s no need for any tagging changes. GPT is designed to automatically collect all necessary data directly from your Prebid wrapper.

• Leverage Existing Prebid Wrappers: Continue using the Prebid header bidding wrappers provided by your partners. This approach ensures a smooth transition and consistency in your ad operations.
• Support for Web Display Traffic: Currently, HBT supports only web display traffic. This focus ensures that you get the most out of your web-based ad campaigns.

Looking Ahead:

• Future Functionalities: While HBT is already a robust tool, additional functionalities and enhancements are on the horizon. Stay tuned for future updates that will further optimize your ad management experience.

Transitioning to Header Bidding Trafficking

Here’s an easy-to-follow guide that amplifies the process tenfold, making it more understandable and actionable:

Phasing Out Old Yield Groups for HBT:

• Existing Yield Groups: If you’re currently using yield groups with header bidders, they’ll keep functioning for now. However, the creation of new header bidding yield groups is no longer an option.
• Switching to HBT: To start using HBT or revert to using line items, consider these steps:
  1. Full Network Prebid Activation: Follow the earlier instructions to enable Prebid across your network. This action allows your bidders to operate independently of the yield groups. You can then either manually remove these groups or let Ad Manager phase them out automatically.
  2. Experiment with Prebid: Utilize the experimental feature of Prebid to gauge the effectiveness of HBT. This feature lets you compare HBT with existing line items targeted for header bidding. It’s customizable, allowing you to decide the volume of traffic to divert to HBT during the trial.
  3. Discontinue Yield Groups: If you choose not to use HBT, you can simply remove your yield groups. Doing so will enable active line items targeted at header bidding demand to resume their function as they did with the yield groups.

Enhancing Control with Protections in HBT:

• Applying Protections: By setting up protections, you can ensure that header bidding doesn’t override your preferred line items.
• Configuring Protections: Here’s how to do it:
  1. Choose Header Bidding as Demand Source: In your Ad Manager, select header bidding as the new demand source you wish to apply protections to.
  2. Target Appropriately: Determine the suitable targeting parameters that align with your advertising goals and apply them to the selected header bidding demand source.

Simplifying Your Transition to Advanced Ad Management

By embracing these straightforward steps, you can seamlessly migrate to Header Bidding Trafficking, harnessing its full potential while maintaining control over your ad operations. Whether you’re testing the waters with the experimental feature or fully committing to HBT, these guidelines are designed to make your transition as smooth and efficient as possible.

Remember, the shift to HBT is more than just a technical update; it’s a strategic move towards more streamlined, effective, and controlled digital advertising. Unlock the full potential of your digital advertising with Header Bidding Trafficking today.