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Document Revision 1.11



Useful information regarding header bidding implementation, including recommended line item granularity.


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 DoubleClick for Publishers (Ad Manager (formerly called DFP) tool. We highly recommend PulsePoint's automated tool, since it is less error-prone, and faster to use than DFPAdManager's manual interface.

When setting up the DFP Ad Manager order and line items, each price priority line in DFP Ad Manager corresponds to a bid received from the PulsePoint header bidder. For example, a $2.40 DFP  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.



Number of Pricing Tiers, up to $20.00

$1.00  20
$0.10 200


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.


Pricing TierBid RangeRemarks
$0.10$0.10 - $0.19Bids below $0.10 cannot be accepted. $0.10 is the Floor Price.
$0.20$0.20 - $0.29Bids from $0.21 to $0.29 are rounded down to $0.20.
$0.30$0.30 - $0.39Bids from $0.31 to $0.39 are rounded down to $0.30.

  194 tiers omitted from chart ($0.40 - $19.70).
$19.80$19.80 - $19.89Bids from $19.81 to $19.89 are rounded down to $19.80.
$19.90$19.90 - $19.99Bids from $19.91 to $19.99 are rounded down to $19.90.
$20.00$20.00 and upAll bids > $20.00 are rounded down to $20.00, unless you implement a further set of line items for values > $20.00.


1) When you perform manual trafficking via DFP 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.  

 Please contact if you need assistance with deciding on your granularity.