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, VAST Only, or DirectConnect 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 SpotX header bidding demand tag, select SpotX from the Platform drop-down.
When setting the floor for SpotX Header Bidding tags, it's important to keep in mind that SpotX returns net bids, so the floors should be set to a net rate despite the fact that often such rates are displayed in gross within the SpotX platform.
NOTE: For SpotX in particular, both performance and overall bid behavior have historically been adversely affected by mismatched floors. It is because of this that SpringServe recommends that floors in SpotX are set to an equivalent value to the floor in SpringServe, and recommend static floors over dynamic floors.
Once the floor set, the only bid parameter required is the SpotX Channel ID. This can be found on the selected channel in SpotX:
Or in the url or that same page in parentheses:
Or in the SpotX tag itself just before "?VPAID":
Lastly, input this channel 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).
Once these ids are retrieved, input them into their respective fields in SpringServe:
Optional Bid Params (Advanced)
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 selectto 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" 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 diferent 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)
|Parameter||Example Input||Macros Accepted|
NOTE: "Keywords" is AppNexus' 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 calls.
SpotX Optional Parameters
(see SpotX documentation for complete descriptions of each param)
|Parameter||Example Input||Macros Accepted|
NOTE: Similar to AppNexus "keywords", the SpotX "custom" parameter is where custom key-value pairs should be inputted, separated by ampersands.