Most popular types of integrations in programmatic
Header Bidding integration varies and depends on the advertising technology used on a website or mobile application. In this article, we will look at the most popular integration types for publishers that can be used to simplify inventory sales.
Prebid
Prebid is a project with an open-source code created to support the SSP community. Its main principle is that Prebid allows several partners on the supply side to bid on the publisher’s advertising resources almost simultaneously. This way, they can sell their inventories to the advertiser offering the highest price maximizing profits.
In simple terms, Prebid conducts an auction among the SSPs chosen by the publisher, then sends a request to DPF, and, finally, releases the ad. It also contains a code to show video ads, mobile ads, currency processing, etc.
VAST
VAST (Video Ad Serving Template) is a script that allows video players to launch videos in coordination with advertising servers. VAST aims to program the video player to show ads (on mobile devices, computers, tablets, etc.) in the manner the publishers choose.?
How can media owners control everything via VAST? It happens with the help of specific instructions that publishers set, and VAST delivers to the video player. They include:
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You can see how the script works in the illustration below.
JS Tags
The Header Bidding technology is based on JavaScript placed by the publisher in the website or app header. While the page downloads, the code sends requests to all connected partners. JS tags are mostly used for static ads, e.g., banners, PPC, social media ads, etc.
Open RTB 2.3+
Open RTB is an open protocol created to facilitate RTB operation and automate the sale and purchase of advertising space on digital media. It works on the “second-price” principle, which means that if one advertiser sets the price of 1 dollar for a showing and the other – 2 dollars, the first one gets to show their ad, but for the price of the second advertiser plus the auction step. This gives publishers a higher return on their resources and the possibility to monetize data.
Adsgard allows its partners to use any integration type to monetize their inventories, both the ones mentioned above and many others (open auction, private auction, different approaches to the auction conduct, etc.).