How can you manage header bidding procurement during the media sales cycle?

1 Identify potential partners

The first step in header bidding procurement is to research and evaluate the different demand sources that can bid on your inventory. You want to find partners that have a high demand for your audience, niche, and formats, and that can offer competitive rates, fill rates, and transparency. You can use tools like Prebid.js or Pubmatic to compare and analyze the performance of various demand partners, and reach out to them to learn more about their offerings, requirements, and expectations.

2 Choose a header bidding platform

The next step is to decide which header bidding platform or solution you want to use to manage your demand partners. There are different options available, such as client-side, server-side, hybrid, or pre-integrated solutions, each with its own advantages and disadvantages. You need to consider factors such as latency, scalability, compatibility, reporting, and support when choosing a platform. You can also consult with your demand partners and your ad tech team to get their recommendations and feedback.

3 Negotiate the deal terms

Once you have selected your demand partners and platform, you need to negotiate the deal terms with each partner. This includes the pricing model, such as CPM, CPC, or CPA, the minimum bid or floor price, the revenue share or fees, the payment terms, and the contract duration. You also need to discuss the technical aspects, such as the ad formats, sizes, and placements, the bid request and response parameters, the timeout and latency settings, and the data and privacy policies. You should aim to create a win-win situation for both parties, and document the deal terms in a written agreement.

4 Implement the header bidding code

The next step is to implement the header bidding code on your website or app. This involves adding the code snippets or tags provided by your platform and demand partners to your header and ad units, and configuring the settings and parameters according to your deal terms. You also need to integrate the header bidding code with your ad server, such as Google Ad Manager or OpenX, to set up the line items, priorities, and targeting rules. You should follow the best practices and guidelines provided by your platform and demand partners, and test the code before launching it.

5 Monitor and optimize the performance

The final step is to monitor and optimize the performance of your header bidding setup. You need to use analytics and reporting tools, such as Google Analytics or Prebid Analytics, to track and measure the key metrics, such as impressions, bids, CPMs, fill rates, revenue, and latency. You also need to communicate and collaborate with your demand partners and platform to troubleshoot any issues, resolve any disputes, and identify any opportunities for improvement. You should regularly review and update your deal terms, settings, and code to ensure optimal results.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?