Through Broadfall in SpringServe, publishers can include video header bidding as part of their demand stack. These demand tags are automatically added to the Broadcast tier of targeted supply tags' waterfalls.
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 tab by selecting
Enter the desired settings for the tag as usual, and set the tag Type to Header Bidding
Once this demand tag type is selected, a few new options will appear. These are:
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.
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.
NOTE: Depending on the demand partner, this floor may not be the same as the floor entered in the bidder's platform. See "Supported Platforms" for more information on what to enter for each partner.
A Dynamic margin will adjust the floor value depending on the rate of the supply tag (e.g. a 20% dynamic margin on a $10 supply tag will submit a floor of $12).
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.
The static value or margin to calculate when SpringServe submits the floor in the header bidding request.
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.
Either navigate to the Supply Tags tab on the header bidding demand tag to Add Manually or Copy From Demand
Or once the demand tag has been created, add it from the Demand Tags tab on the desired supply tag:
Adding header bidding demand tags will enable Broadfall on the targeted supply, and as mentioned previously, will automatically place the header bidding demand within the broadcast tier.
NOTE: Header bidding demand tags cannot be moved outside of the broadcast tier, and cannot serve on Flash or VAST Only supply.
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:
Or in the id querystring parameter of the exported tag:
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
To add a Telaria header bidding demand tag, select Telaria from the Platform drop-down.
If a static floor is chosen, set the floor rate based on the minimum net CPM that is expected from Telaria. Though floors in Telaria's platform are usually set at their gross values, the bids they return in header bidding are net which means that reporting in SpringServe will show Telaria net revenue and the floor set in SpringServe must be the net CPM.
Once the floor type and rate/margin is set, the required bid parameters are Supply Code and Ad Code.
The supply code is the "code" of the parent supply for this Telaria tag. For example, if I have an ad unit called "Header Bidding Tag" whose parent supply in Telaria is "Example.com", the supply code is the string of characters in the Code field for Example.com:
The ad code is the "code" of the Telaria ad unit itself, so in this case, the string of characters in the Code field for Header Bidding Tag:
Alternatively, both of these ids can be found in the exported ad code of the ad unit.
The supply code is the id directly before "ads.tremorhub.com" (in red), and the ad code is found in the "adCode" querystring parameter (in purple).