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Through BroadFall in SpringServe, publishers can include video header bidding as part of their demand stack. These demand tags are automatically added to the a Broadcast tier of targeted supply tags' waterfalls. 

Table of Contents

Creating Header Bidding Demand Tags

To create new header bidding demand tags, go to the Demand tab and begin the standard demand tag creation process which can be done through a specific demand partner, campaign, or in the Demand Tags Demand tab by selecting Image Removedselecting "+Demand".

Enter the desired settings for the tag as usual, and set the tag Demand Class to Header Bidding

Once this demand class is selected, a few new options will appear. These are:

Platform

Select the platform this header bidding tag belongs to. This will reveal the bid parameters specific to that platform. More information on integrating tags from these platforms can be found in the "Supported Platforms" section below.

Floor Type

Choose which type of floor will be applied to the bids coming through this tag. A Static floor is a fixed rate that SpringServe will use to ignore any bids that fall below the entered value. 

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NOTE: A demand partner with a dynamic margin running on a supply tag with revshare or dynamic payment terms will set the submitted floor to $0.01.

Floor Rate/Margin

The static value or margin to calculate when SpringServe submits the floor in the header bidding request.

Bid Parameters

The platform-specific id(s) that connect this demand tag with the header bidding partner's tag. This can usually be found in the endpoint of the partner's tag (for more details, reference "Supported Platforms").

Adding Header Bidding Demand Tags to Supply Tags

Connecting header bidding tags to supply follows the standard process in SpringServe. 

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NOTE: Header bidding demand tags must be inside a broadcast-enabled tier and cannot serve on Flash or VPAID None supply.

Supported Platforms

AppNexus

To add an AppNexus header bidding demand tag, select AppNexus from the Platform drop-down. 

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Enter this placement id in its respective field in SpringServeImage Removed.

Beachfront

To add a Beachfront header bidding demand tag, select Beachfront from the Platform drop-down.

Once the floor has been set, input the App ID.

Conversant

To add a Conversant header bidding demand tag, select Conversant from the Platform drop-down.

Once the floor has been set, input the Site ID.

bRealTime

To add a bRealTime header bidding demand tag, select bRealtime from the Platform drop-down.

Once the floor is has been set, input the Placement ID.

NOTE: bRealTime's header bidding integration is done through AppNexus, so the optional bid parameters used in the AppNexus platform can be used here as well.Image Removed

district m

To add a district m header bidding demand tag, select district m from the Platform drop-down.

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NOTE: Similar to bRealTime, district m's integration is done through AppNexus, so the optional bid params for AppNexus can potentially be applied here.Image Removed

Index Exchange

To add an Index Exchange header bidding demand tag, select Index Exchange from the Platform drop-down.

Once the floor has been set, input the SiteId.

NOTE: Please check with your Index Exchange account representative to make sure that header bidding is enabled on their end.

OpenX

To add an OpenX header bidding demand tag, select OpenX from the Platform drop-down. 

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NOTE: Please check with your OpenX account representative to make sure that header bidding is enabled on this ad unit.Image Removed

The delivery domain and ad unit id can usually be found in the OpenX endpoint, with the ad unit id identified by the auid= parameter – e.g. https://testing-d.openx.net/v/1.0/av?auid=987654&cb={{CACHEBUSTER}}&url={{URL}}&vwd={{WIDTH}}&vht={{HEIGHT}}&c.size=small

PubMatic

To add a PubMatic header bidding demand tag, select Pubmatic from the Platform drop-down.

Once the floor has been set, input the Publisher ID, Ad Slot, and select the linearity.

Rubicon

To add a Rubicon header bidding demand tag, select Rubicon from the Platform drop-down. Once Rubicon has been selected, set the floor do its desired type and value.

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Once you've obtained these 4 ids, just input them into the bid parameters of the demand tag and save.Image Removed

SpotX

To add a SpotX header bidding demand tag, select SpotX from the Platform drop-down. 

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Lastly, input this channel id in its respective field in SpringServe:.

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Telaria

To add a Telaria header bidding demand tag, select Telaria from the Platform drop-down. 

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Once these ids are retrieved, input them into their respective fields in SpringServe:

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Vuble

To add a Vuble header bidding demand tag, select Vuble from the Platform drop-down.

Once the floor has been set, input the Publisher ID, Zone ID, and select the Environment and Context.

Yield Nexus

To add a Yield Nexus header bidding demand tag, select Yield Nexus from the Platform drop-down.

Once the floor has been set, input the SPID and set the "Is An Interstitial" flag. 

Optional Parameters

SpringServe offers publishers the ability to pass additional parameters on header bidding demand tags for certain platforms. Make sure your account is enabled for hb optional params, and then select the platform you want to pass optional params to. If optional params are available for that platform, you should see a place to add them in the "Bid Parameters" section of the demand tag settings. Just select Image RemovedSimply click "+Optional Parameter" to add a new parameter. 

NOTE: Please reach out to your SpringServe account representative if you wish to pass optional parameters to a platform that doesn't appear to allow it in the UI.

Selecting the "New Optional Parameter" Clicking this button will allow you to choose from a drop-down of keys, with a field for the values to the right:

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. These params will be different depending on the platform that is selected. 

NOTE: Users must pass values that are compatible with that key. Macros are accepted as well for certain keys, but not all. See tables below for reference.

AppNexus Optional Parameters

(see AppNexus documentation for complete descriptions of each param)

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DO NOT include the "kw_" prefix in the keys that is sometimes found in other types of AppNexus calls.

OpenX Optional Parameters

ParameterExample InputMacros Accepted
customParamskey=value&list[]=entry1&list[]=entry2yes

NOTE: The "customParams" parameter for OpenX is an object that allows strings and string arrays. In the example above, the object contains both a list, list = ['entry1', 'entry2'], and a string, key='value'.

Rubicon Optional Parameters

ParameterExample InputMacros Accepted
inventoryrating[]=5-star&prodtype[]=tech&prodtype[]=mobileyes
visitorucat[]=new&search[]=iphoneyes

NOTE: Both of the Rubicon optional params are objects that take string arrays as their values.

SpotX Optional Parameters

(see SpotX documentation for complete descriptions of each param)

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NOTE: Similar to AppNexus "keywords", the SpotX "custom" parameter is where custom key-value pairs should be inputted, separated by ampersands.



Removing Fees for Bidders Returning Gross Prices

Some bidders will return bid prices that are gross to the seller, meaning that the bidder's fee(s) have not been taken out of the bid price. This is problematic because it has the potential to give those bidders an unfair advantage over others that return net bids, and it can cause issues for rev share/dynamic supply tags that rely on an accurate revenue number to calculate cost. 

In order to solve for such bidders, SpringServe has the option on the Demand Partner or the Campaign to remove a fee % directly from the bid price. This will allow SpringServe to net out the bids from such bidders and report on this net amount as opposed to the gross value.

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NOTE: Enabling this option means that the fee is taken out of the revenue in reporting instead of being logged as a third party fee.