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Enhance Your Header Bidding With Flexible Prebid from Rev•Amp

May 5, 2021

Publishers are facing multiple challenges, from recent economic disruptions to evolving privacy standards and changing cookie policies. Unsurprisingly, publishers are looking for ways to improve their ad stacks and boost ad yields, and many are turning to Prebid technology for a solution.

Prebid technology provides publishers with a highly flexible and transparent header bidding solution that offers excellent results. Of course, realizing these benefits come with their own set of challenges.

In this article, we’re going to:

  • Take a brief look at Prebid technology.
  • Cover the benefits of Prebid solutions.
  • Explain how our Rev•Amp team can help you get the best results.

The Prebid Adapter in a Nutshell

Explaining a Prebid adapter can get very technical, very quickly, but we don’t want to confuse you with all the industry jargon. Here’s an easy example to explain how a Prebid adapter works:

Prebid is a free technology that offers a “wrapper” called Prebid.js. You can think of that bit of code like a container that goes onto your website. That’s where demand partners are added, and auctions are conducted. How do you add your partners? That’s where the adapter comes in.

After you’ve registered with an ad network and it approves your inventory, the platform will give you access to its Prebid adapter code. That code goes into the “container.”

The Benefits of Prebid

According to Kevel’s Header Bidding Index, 72% of the Top 10K US and UK sites use Prebid as the base code for their header bidding wrappers. Many other publishers are considering switching to Prebid from other solutions.

Why?

For one, the flexible, customized solutions can help publishers generate more revenue. However, that’s far from the only reason. Here are a few of our favorite benefits.

Ready for Server-To-Server

Real-time and client-side header bidding are widespread programmatic ad technologies. However, server-to-server (or server-side) technology is quickly rising through the ranks and becoming extremely popular amongst publishers and advertisers. Some of the benefits include:

  • Faster performance
  • Lower ad latency
  • More demand partners
  • Data privacy compliance
  • Browser compatibility

In 2015, the first Prebid Server was released. Although adoption was slow initially, the list of approved vendors and demand partners is growing quickly. That brings us to another critical benefit:

Post-Third-Party Cookies (P3PC) Adaptable

Many publishers are concerned about switching to server-side solutions due to lower cookie match rates and their impact on their revenue. However, the end of third-party cookies is less than a year away, and they’ll be taking the benefit of client-side bidding with them.

Prebid Server is already running, and as more platforms become approved vendors, match rates will likely improve as well. In short, Prebid is ready for the future. Making the switch can help publishers maintain and even enhance their revenue generation P3PC.

Quality Control from Prebid.org

Prebid is open-source software, and it was specifically developed to provide publishers with a flexible, transparent header bidding solution. The developers try to enforce a certain level of quality control to benefit the publishers who use the Prebid code.

One of the ways it enforces quality requirements is through the Prebid.org Wrapper Code of Conduct. Advertisers, managed ad service providers, and ad networks can become approved members by agreeing to the terms. Consequently, publishers have access to a network of approved vendors who are held to a certain standard.

How Rev•amp Can Help

Is it really as easy as it sounds?

Not really. You’ll need a technical team to manage the code, set up the adapters, and keep ads optimized and running smoothly. Prebid configurations can be incredibly flexible and robust, but they also need to be maintained by an expert team to be effective.

Our Rev•Amp team quickly recognized how Prebid technology could help our publishers boost their revenue and speed up ad delivery. However, we also noticed how tricky the technology can be to implement and maintain.

Many publishers still use standard Prebid implementations because DIY solutions require experienced developers and high development costs. Version upgrades are another maintenance headache that many publishers just don’t want to deal with.

In short, our Prebid configuration and management services’ benefits include:

  • Expert installation and management
  • Lower management and development costs
  • Better user experience
  • Future-ready technology

We also integrate codes that are approved by and adhere to the Prebid.org Wrapper Code of Conduct, ensuring that publishers only get high-quality ads and adapters.

The most significant benefit, by far, is how it allows us to customize header bidding solutions for our publishers. Our team can maximize your results by optimizing and only loading those Prebid adapters suitable to your site and its visitors. In short, you don’t lose revenue on irrelevant ads, and advertisers get better results from your inventory, making it more valuable in the process.

Future-Proof Your Ad Stack With a Flexible Prebid Configuration

The ad industry is continually evolving, and so are the technologies we use to buy, sell, and deliver advertisements. Prebid and Prebid adapters allow for flexible configurations, optimized ad delivery, and fast delivery. Most importantly, the technology is “future-proof,” as much as that’s possible in a dynamic industry, with both server-to-server and P3PC capabilities.

Do you want to future-proof your ad stack and get a highly personalized solution? Then Prebid technology might just be your perfect fit.

is an Adtech Specialist at Softonic. As AdTech Specialist, Richard is responsible for improving overall revenue and ad performance for all our properties, including Rev·Amp, Softonic’s new publisher monetization platform. Within Rev·Amp Richard oversees development for the Rev·Amp monetization stack, both innovations and the improvement of existing technologies.
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