Heading bidding and google partners?

[leebow]

Every week I get emails from companies who claim to be google certified partners, and want to offer access to adx through their accounts, and use header bidding.

Has anybody tried any of these offers and seen an improvement over regular Adsense?

I don’t want to just take the risk - in case I lose too much money in the test. Also - I’m guessing these companies then get full access to your visitor details, and payment comes from them
Instead of google.

So just seeing if it’s paid off for anyone?

Cheers!

[child please]

I have not tried partnering with anyone for AdX purposes, I sort of like having full control through my own AdSense account so I doubt I will be doing that anytime soon unless something drastic happens.

Header bidding - yes, I tried it in 2016 for the first time and it was one of the best decisions I've ever made. Saw a significant and immediate lift in revenues. Over the past couple of years, I have shifted more and more towards header bidding and less towards AdSense with very favorable results.

[leebow]

Thanks cp - do you have any advice for how you tried the header bidding.

Cheers!

[child please]

Are you working with any traditional "ad networks"? If so, many of them offer free header bidding implementation as they have their own header wrappers that they would install. A prerequisite though is that you have to be using an ad server of some sorts, preferably DFP. Anyway, for me, one of my partners approached me and asked if I wanted to try. I had never heard of it and I usually decline 99% of offers, but decided to give HB a try...and wow! They did all the work in DFP, all I had to do was add some code into my header. I don't want to sound like I'm bragging but to give you an idea of my YoY improvement from May 2015 to May 2016, my total rev went from $14k to $20k after HB was up and running. A good chunk was from HB but even AdSense income went up even though less impressions were being monetized by it...this is because of the added pressure on AdSense that HB brings...

If you want to try and get it going yourself, prebid.org has all the steps but you would need technical knowledge and it is pretty involved at the beginning.

[frankleeceo]

@child please, which ad networks do you have in the header bidding process?

[child please]

Can you send me a message?

[Runfun]

I believe it's only possible when using Google DFP and the AdExchange?

[child please]

You have to use Google DFP, but you don't need AdExchange or AdSense to implement header bidding at all. It's recommended though to maximize your earnings.

[Runfun]

So with using Google DFP it's automatically prepared for header bidding by other networks? I thought that you've to connect other networks by the AdExchange.

[matbennett]

First up, if anyone contacts you about this do check that they are indeed certified partners via this page: [google.com...] . There is a real trend for companies making claims around this that are not true. I'm biased (my company is on that list, and yes we might be one of those companies occasionally emailing offering header-bidding plus Ad Exchange), but I personally wouldn't want to work with any company that starts the conversation by making false claims.

Re header bidding and AdSense/AdExchange

You don't have to use either, but you are missing a trick if you don't (ideally Ad Exchange). There are two key benefits to header bidding: 1) Fairer chance for a non Google partner to submit a live bid, 2) Forces AdX to either beat that bid or step aside. If you don't have Ad Exchange running on Enhanced Dynamic allocation then you are missing out on benefit #2. AdSense does it to some extent, but I'll avoid getting bogged down in that one. Always worth doing if you are running header bidding, as you get a "last look" additional bid with no performance overhead.

"So with using Google DFP it's automatically prepared for header bidding by other networks? I thought that you've to connect other networks by the AdExchange."

You might be getting confused with Header Bidding and Exchange bidding. Exchange bidding is Google's server to server solution that allows other demand sources to compete against adx server-side. This is now available to DFP premium users and a limited number of Small Business users. Other networks can also bid through the exchange itself, which is standard AdX. DFP isn't set-up for header-bidding "out of the box". There is some inventory and trafficking set-up work that needs doing, which is a PITA if you are doing it yourself manually.

[child please]

Mat answered that perfectly.

[frankleeceo]

Thank you for the explanation Mat! I never knew about the difference. I am contacting Google now to see if I am eligible for exchange bidding.

[matbennett]

Glad the explanation helps.
Exchange bidding on DFP Small Business accounts seems to still be fairly tightly controlled *right now*. Criteria seem to be having adx running on EDA, already having relationships in place with other Exchange Bidding partners plus whatever unfathomable criteria they are looking for in the next batch of test accounts (seems to change). If you are already working with other demand partners who compete on Exchange Bidding then it is definitely worth asking your G.Guy or GCPP.

[Samsam1978]

@Child_please - do you mind sharing the header wrapper service? I have sent you a message. Thanks so much.