How to setup Open Bidding for my website and app?

Nov 10, 2022
by Sameer
1208 Views

Open Bidding is simple to use once you get going, but Google made it a little challenging to access the option. How come that? Only publishers with Google Ad Manager Accounts can access it.

You must submit a request to use Open Bidding once you have an Ad Manager account. Then after concluding a contract, manually add demand parties. If you want to apply Google Open Bidding and integrate Top SSPs with Google AdX, Increase Rev is the best network you should opt for.

Now that you know the requirements let's assist you in setting up the open bidding account for your website!

What is Open Bidding?

Accessibility to Open Bidding is made possible via Google's Ad Manager, a server-side, uniform marketplace (GAM). It enables publishers to invite yield partners (demand partners) to contest for ad inventory in real-time, including ad networks and exchanges.

To offer a substitute for header bidding, Google developed Open Bidding. The goal was to provide a method for integrating demand partners other than Google and to lower page latency.

The Open Bidding auction is done on an ad server, while header bidding is run on the user's browser. The user's device can load the advert setup more easily.

How to Enable Open Bidding on Ad Server

However, enabling Open Bidding on the ad server is the biggest obstacle. If you don't have a Google AdX account, first, you need to create one. After that, to obtain this server-to-server bidding solution, a publisher and exchange partners must complete a short set of duties.

Publishers and their ad exchange partners must enter a legal contract (except for Google's ad exchange, of course).
Link an essential ad exchange to the Ad Manager account and ensure it is configured to "default for dynamic allocation."
Obtain the signature of your Google account manager on an open bidding amendment. It consists of payment terms and income sharing. You have to pay 5% for each purchase.

You can set up Open Bidding in the Ad Manager if you have completed the requirements above and received Google's permission. Publishers can go to Delivery > Yield Group* to check whether or not Open Bidding is enabled.

For publishers whose accounts have been verified by Google for the Open Bidding feature, Yield Group and Web targeting options are available in the Ad Manager (DFP).

Steps for Setting up Open Bidding in Google Ad Manager

A publisher must explicitly allow demand partners in Google Ad Manager before they may compete for their ad clicks. To enable demand partners to participate in open Bidding, follow the below steps.

Step #1 – Enable Demand Partners for Open Bidding in Ad Manager

Click on Admin > Companies. Select the appropriate advertising partner, such as an advertiser, an ad network, an agency, a housing agency, etc.
Let's say you are partnered with Criteo (i.e., an ad network). So click on Ad Network to make it OBDA-compatible. Next, give the network a name, like Criteo OBDA.
After that, select "Enable for open bidding." There will be a pop-up. To authorize the ad network (in this case, Criteo) to bid on inventory through exchange bidding and preserve the settings, you must click the Acknowledge button on the pop-up window.

Step #2 – Create Yield Groups

A yield group is a collection of Google's ad exchange (which is automatically included as a yield partner) and other exchanges or networks. Publishers can select which ad inventory and to whom they want to distribute them through Exchange Bidding.

Go to Delivery > Yield Groups > CREATE YIELD GROUP.
Then give the Yield Group a name, like SSP Yield Group.
Choose the yield group support and the ad format you choose. Any options are available here: Banner, Interstitial, Native, In-stream Video, or Rewarded.
From the drop-down box, choose the environment (web or mobile app). After that, provide the ad sizes in the following area, such as 300x250, 728x90, 300x600, etc.
Define your targeted selections in the following section after filling out the above information.
Save and activate after that.

Steps for Adding Third-party Yield Partners in Open Bidding

To let them contend for your focused marketing inventories, publishers must add other third-party yield partners in addition to Google Ad Exchange. To add a third-party partner and make it eligible for exchange bidding, follow the below steps.

Go to Add Yield Partner > Select Yield Partner. And select the Yield Partner from the drop-down menu. Click Create a new yield partner.
Select "Open Bidding" for the Integration type next.
After that, you may choose between iOS and Android as the operating system you want to target. Only the "mobile app" yield group inventory type has this step available.
If you're going to configure ad network pricing manually, enter the Default CPM amount. Alternatively, you can automatically choose Dynamic CPM to determine the CPM for ad networks. You must, however, activate Automatic data collection while installing an ad network to achieve that.
After that, save.

How Can Open Bidding And Header Bidding Be Used Most Effectively?

Publishers can maximize Open Bidding and header bidding by combining server-side and client-side header bidding.

Based on historical data, IncreaseRev, a header bidding platform, dynamically chooses 6–8 top SSPs for the client-side auction. The client-side auction, which contains Google's Open Bidding, is supplemented with an extensive list of over 50 SSPs. Because the client-side auction is small, the most active SSPs can bid client-side with high CPMs and quicker page loads. Also, their partners have routinely attained Standard Web Vitals of about 100/100 due to the improved page load time.

Final Thought

Open Bidding can be challenging at first. Like header bidding, it may be massively lucrative once you master it.

Custom yield reports can be made by publishers using Google Ad Manager. The publisher can learn more about the greatest and the worst ad placements with the aid of these studies, which they might use to strengthen the inventory by focusing on its weaknesses. The best approach would be to let experts like Increase Rev manage it for you.

Also, Read How To Optimize Your WordPress Website for Mobile Devices in 10 Proven Ways