Document Revision 1.11
This document contains useful information to assist you with header bidding implementation.
Header bidding line items communicate to the ad server what the worth of the bidder demand is to you. You must configure them whether you are using PulsePoint's automated header bidding tool, or performing manual trafficking via Google's Ad Manager (formerly called DFP) tool. We highly recommend PulsePoint's automated tool, since it is less error-prone, and faster to use than AdManager's manual interface.
When setting up the Ad Manager order and line items, each price priority line in Ad Manager corresponds to a bid received from the PulsePoint header bidder. For example, a $2.40 Ad Manager line will always receive bids of $2.40 from the PulsePoint bidder. Depending on the granularity you implement (e.g. every $0.10), you can have few, or many line items over a range (e.g. $0.01 - $20.00). These line items determine the CPM and targeting, depending on the bid value.
Refer to the tables below for specific examples.
Number of Pricing Tiers, up to $20.00
As you can see, the finer the granularity, the more line items must be created/maintained. While there is no extra effort required when using PulsePoint's automated tool, considerable work is involved if, for example, you require a granularity of $0.10 from $0.10 to $20.00, which would require 200 line items.
LINE ITEMS EXAMPLE (20 PRICING TIERS EVERY $0.10 FROM $0.10 TO $20.00)
|Pricing Tier||Bid Range||Remarks|
How do I decide on my granularity? The finer the granularity, the better your monetization. The table below (in conjunction with the previous table) demonstrates the result of a bid of $7.99 per various granularities.
|Granularity||Result for bid of $7.99||Difference|
The downsides to implementing a more precise granularity are as follows:
1) When you perform manual trafficking via Ad Manager when configuring your order, there is considerable work involved.
2) Reporting will be more detailed. e.g.
♦ A $0.10 granularity for $0.01 - $20.00 will yield 2,000 report items.
♦ A $0.01 granularity for $0.01 - $10.00 will yield 200 report items.