Prebid Solutions for Publishers and App Developers 2018

Transcription

1 Prebid Solutions for Publishers and App Developers 2018

2 2 Table of contents P A New Foundation for Programmatic Monetization + + Consolidated Formats: Future-Proof Technology + P Client Side vs Server Side Header Bidding + + Rubicon Project Header Bidding is Powered by Prebid Technology + + Comparison of Prebid Solutions P Overview + + Key Benefits of Web-Based Header Bidding with Prebid.js + + How it works + + Formats and Compatibility + + Implementation Options Standard Prebid.js Enterprise Prebid.js P Overview The Open Source Era of Header Bidding + World Class Technology Meets World Class Expertise Header Bidding and Prebid Overview Solution: Web-Based Prebid Header Bidding SOLUTION: Mobile App Prebid Header Bidding + + Key Benefits of Mobile App Header Bidding with Prebid SDK and Prebid Server + + How it works + + Formats and Compatibility + + Implementation Overview

3 3 The Open Source Era of Header Bidding A NEW FOUNDATION FOR PROGRAMMATIC MONETIZATION Leveraging the power of the programmatic marketplace has never been easier for publishers. Open source, Prebid-based header bidding solutions have leveled the playing field, bringing transparency and efficiency to the industry. In 2018, adopting Prebid header bidding technology means more than monetization, it means building a foundation for growth. With community oversight and continuous updates from the biggest independent players in ad tech, Prebid header bidding keeps you on the cutting edge, and Rubicon Project s suite of Prebid-based solutions makes it simple. CONSOLIDATED FORMATS: FUTURE-PROOF TECHNOLOGY Multi-format monetization is no longer playing catch up to desktop. With new developments in mobile and video, SDKs are lighter, apps are connected to greater and diversified demand, user experience and retention is improved, and fewer updates are required. With simple installation, streamlined maintenance, and up-to-date technology that brings you the features, formats, and solutions you need, any and every property can monetize like never before. WORLD CLASS TECHNOLOGY MEETS WORLD CLASS EXPERTISE Rubicon Project has become a leader in the Prebid.org community, working every day to bring high performance, open source, technology to the forefront of programmatic advertising. Because Prebid header bidding technology is open and free, publishers can conduct business confidently, with the knowledge they are operating in a fair marketplace with the optimal conditions to compete for demand. Rubicon Project offers a comprehensive enterprise package based on core Prebid technologies, supported by our world class consulting, integration, optimization, and management services.

4 4 Header Bidding and Prebid Overview CLIENT SIDE VS SERVER SIDE HEADER BIDDING The header bidding wrapper is a technology that enables publishers to send ad requests to multiple exchange partners simultaneously. The actual process of sending these requests can either occur from the client, via the user s browser or an application installed by the user, or from a server, which takes the process off of the browser. Both client-side and server-side header bidding integrations have strengths and weaknesses, but with Rubicon Project s integrated Prebid solutions you get the best of both worlds. RUBICON PROJECT HEADER BIDDING IS POWERED BY PREBID TECHNOLOGY While there are many components of a complete Rubicon Project header bidding solution, at the core of each solution you will find at least one of these high performance Prebid technology options: Prebid.js, Prebid Server, or Prebid SDK. Each core technology performs a specific header bidding function, and, when utilized individually or in combination, they provide the framework for a powerful header bidding solution that can be customized to meet your needs. HEADER BIDDING SOLUTIONS AND TECHNOLOGY

5 5 COMPARISON OF PREBID SOLUTIONS Solution Client Side Header Bidding Mobile App Header Bidding Implementation Standard Enterprise (for qualified publishers) Code Hosting + Configuration Management Prebid SDK (for qualified publishers) Supports Server to Server Integrations Full Support Installation On-Client Payload All Code On-Page Mostly Off-Page Lightweight SDK Code Updates and Maintenance Publisher w/ RP Support Rubicon Project Publisher handles Prebid Mobile SDK updates Rubicon Handles Prebid Server Updates Configuration / Exchange Partner Adapter Changes Publisher w/ RP Support Rubicon Project Rubicon Project Implementation (Est. Hours)

6 6 Solution: Web-Based Prebid Header Bidding OVERVIEW Rubicon Project s Client-Side Header Bidding Solution is a proven method for publishers who want to integrate with one or more exchange partners directly from the browser. Built around the Prebid.js module, this widely-adopted, client-side header bidding technology utilizes on-page script to send ad requests to all enabled exchange partners. KEY BENEFITS OF WEB-BASED HEADER BIDDING WITH PREBID.JS Proven Performance Streamlined, simple configuration High industry adoption and availability of exchange partner adapters HOW IT WORKS 1. The page loads 2. Prebid.js sends ad requests to enabled exchange partners via pre-installed adapters 3. Exchange partners send/receive bids from Demand Side Platforms 4. Exchanges return best bid to Prebid.js 5. Prebid.js passes all valid bids to publisher ad server for final decisioning HOW WEB-BASED PREBID HEADER BIDDING WORKS PUBLISHER WEB PAGE PREBID.JS AD SERVER

7 7 FORMATS AND COMPATIBILITY Item Supported Features Ad Formats Ad Servers Display Banner Video Preroll Outstream/Vertical DFP Proprietary IMPLEMENTATION OPTIONS Rubicon Project offers two implementations of Prebid.js: Standard and Enterprise. Both configurations have similar functionality and provide access to Rubicon Project support for development assistance, yield optimization, and troubleshooting. These different implementation options enable publishers to choose their preferred levels of customization and control, depending on their development capabilities. Standard Prebid.js Standard Prebid.js is the most widely used implementation and utilizes prebid.js script hard-coded to the publisher s web page. This enables the publisher to build, customize, and update the solution inhouse while leveraging Rubicon Project support as needed. Implementation Key Roles: Integration: Publisher installs Prebid.js code on the page with Rubicon Project assistance as-needed Maintenance: Publisher manages Prebid.js updates and maintenance with assistance from Rubicon Project as-needed Configuration Management: Publisher manages configuration settings and exchange adapters on-page and in-house

8 8 Enterprise Prebid.js (for qualified publishers) Enterprise Prebid.js is Rubicon Project s full-service Prebid.js implementation. With Enterprise Prebid. js, Rubicon Project hosts the prebid.js code off-page, injects the script on every page load, and also manages the configuration settings and partner adapters. This is a full-service solution that requires minimal work, management, and maintenance on the part of the publisher. Implementation Key Roles: Integration: Publisher installs Prebid.js call script on the page Maintenance: Rubicon Project manages Prebid.js updates and maintenance Configuration Management: Rubicon Project manages configuration settings and exchange adapters on behalf of the publisher PREBID.JS IMPLEMENTATION COMPARISON Standard Enterprise (for qualified publishers) Location of header bidding parameters In-page PBJS Package Code Maintenance Publisher Rubicon Project Who makes changes to header bidding options Publisher Rubicon Project Approx lines of code in page 100 s 20

9 9 Solution: Mobile App Prebid Header Bidding OVERVIEW Mobile App Header Bidding with Prebid Mobile is a powerful, simple, all-inclusive advertising monetization solutions for Android and ios mobile applications. This solution utilizes the Prebid Mobile SDK and Prebid Server to deliver efficient ad serving and easy integration. KEY BENEFITS OF MOBILE APP HEADER BIDDING WITH PREBID SDK AND PREBID SERVER Low Maintenance: Server-side configuration management means app updates are not required for bidder and configuration changes Lightweight: Minimized latency thanks to continuously pre-cached creatives from Prebid Server Modern Dynamics: High yield potential via fair and competitive header bidding demand functionality Simple: Price Granularity mapping means you can easily test and measure various tier mapping solutions HOW IT WORKS 1. Prebid Mobile SDK calls Prebid Server 2. Prebid Server calls exchange partners 3. Exchange partners send/receive bids from Demand Side Platforms 4. Exchanges return winning bid to Prebid Server 5. Prebid Server returns all bids to Prebid Mobile SDK 6. Prebid Mobile SDK communicates bids to Ad Server SDK 7. Ad Server SDK sends all bids to ad server for decisioning 8. Ad Server renders ad on app HOW MOBILE APP HEADER BIDDING WORKS MOBILE APP PREBID MOBILE SDK AD SERVER SDK PREBID SERVER AD SERVER

10 10 FORMATS AND COMPATIBILITY Item Supported Features Ad Formats Display Banner Interstitial Ad Servers DFP MoPub SDK Size ios: 155kb Android: 55kb IMPLEMENTATION OVERVIEW 1. App developer creates Prebid Server configuration with Rubicon Project 2. App developer configures pricing and exchange partner selection on Prebid Server 3. App developer Installs SDK library in app 4. SDK begins sending ad calls to Prebid Server 5. Prebid Server calls and returns bids to SDK 6. SDK sends valid bids to Ad Server