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Through BroadFall in SpringServe , allows publishers can to include video header bidding (both client-side and server-side) as part of their demand stack. These

NOTE: On VPAID supply tags, these demand tags are automatically added to 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 tab by selecting "+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, as well as an icon next to platform indicating which integration types are supported (i.e. client-side and/or server-side). 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. 

If a static floor is chosen, set the floor rate based on the minimum net value that is expected from AppNexus (i.e. the minimum RPM you wish to see in AppNexus reporting for this tag). Since AppNexus returns net to publisher bid values, the revenue in SpringServe should line up closely with the revenue in your AppNexus account. 

Once the floor type and rate/margin is set, the only bid parameter required is the AppNexus Placement ID. This id can either be found in the ID column of the placement in AppNexus:

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Or in the id querystring parameter of the exported tag:

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NOTE: This must be a video-enabled AppNexus placement. Make sure that Video is included as an allowed media type in the placement settings and that the AppNexus url in the exported placement looks something like "http://ib.adnxs.com/ptv" and not "http://ib.adnxs.com/ttj". 

Enter this placement id in its respective field in SpringServe.

Beachfront

Amazon A9

Supported Integrations: Client Side

Audience Media TV

Supported Integrations: Client Side and Server Side

Beachfront

Supported Integrations: Client Side and Server Side

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

bRealTime (EMX Legacy)

Supported Integrations: Client Side

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

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

Conversant

Supported Integrations: Client Side

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.

DMX

Supported Integrations: Server Side

Digital Remedy

Supported Integrations: Client Side and Server Side

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 AppNexusXandr, so the optional bid params for AppNexus Xandr can potentially be applied here.

EMX Digital

Supported Integrations: Client Side and Server Side

Elemental TV

Supported Integrations: Server Side

Facebook Audience Network (Beta)

Supported Integrations: Client Side

Freewheel (Beta)

Supported Integrations: Client Side

GumGum

Supported Integrations: Server Side

Improve Digital

Supported Integrations: Client Side

Index Exchange

Supported Integrations: Client Side and Server Side

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

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

InMobi

Supported Integrations: Server Side

LKQD

Supported Integrations: Client Side and Server Side

NoBid

Supported Integrations: Server Side

OneTag

Supported Integrations: Client Side

OpenX

Supported Integrations: Client Side and Server Side

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

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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

Origin Media

Supported Integrations: Server Side

PubMatic

Supported Integrations: Client Side and Server Side

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.

PulsePoint

Supported Integrations: Client Side and Server Side

Rubicon

Supported Integrations: Client Side

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.

Smaato

Supported Integrations: Server Side

Smart Ad Server

Supported Integrations: Client Side and Server Side

Sonobi

Supported Integrations: Client Side and Server Side

SpotX

Supported Integrations: Client Side and Server Side

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.


Synacor

Supported Integrations: Client Side and Server Side

TappX

Supported Integrations: Server Side

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.

TheMediaGrid

Supported Integrations: Client Side

TripleLift

Supported Integrations: Client Side and Server Side

Unruly

Supported Integrations: Client Side and Server Side

NameDescriptionExampleType
PathString issued by Unruly to the publishermvostr
Placement IDID issued by Unruly to the publisher123456str
ZoneString issued by RhythmOne to the publisher1Rstr

Verizon Media

Supported Integrations: Client Side and Server Side

Vuble

Supported Integrations: Client Side

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.

Yieldmo

Supported Integrations: Server Side

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. 

Xandr

Supported Integrations: Client Side and Server Side

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

If a static floor is chosen, set the floor rate based on the minimum net value that is expected from Xandr (i.e. the minimum RPM you wish to see in Xandr reporting for this tag). Since Xandr returns net to publisher bid values, the revenue in SpringServe should line up closely with the revenue in your Xandr account. 

Once the floor type and rate/margin is set, the only bid parameter required is the Xandr Placement ID. This id can either be found in the ID column of the placement in Xandr:

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Or in the id querystring parameter of the exported tag:

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NOTE: This must be a video-enabled Xandr placement. Make sure that Video is included as an allowed media type in the placement settings and that the Xandr url in the exported placement looks something like "http://ib.adnxs.com/ptv" and not "http://ib.adnxs.com/ttj". 


Enter this placement id in its respective field in SpringServe.

Optional Parameters

SpringServe offers publishers the ability to pass additional parameters on header bidding demand tags for certain platforms. 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. Simply click "+Optional Parameter" to add a new parameter.  Clicking this button will allow you to choose from a drop-down of keys, with a field for the values to the right. 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.

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Xandr Optional Parameters

(see AppNexus Xandr documentation for complete descriptions of each param)

ParameterExample InputMacros Accepted
code1234567yes
context1no
ext_inv_code22yes
frameworks2,3,4no
keywordskey=value&external_id=5419yes
maxduration60no
mimes1,2no
minduration15no
playback_method2no
position1no
prevent_dealsfalseno
skippabletrueno

NOTE: "Keywords"  is AppNexusXandr' parameter for custom key-value pairs. These should all be inputted in the same field, separated by ampersands.

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

ParameterExample InputMacros Accepted
ad_mutefalseno
content_id9876543210

yes

customcategory=sports&wgt=9&vid=testyes

NOTE: Similar to AppNexus Xandr "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. 

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