Key Points

  • Plan your Prebid implementation carefully. It's not one-size-fits-all, so you'll need to align your approach with your specific goals and resources.
  • Start by setting clear, measurable objectives for your Prebid strategy. This will guide your decisions and help you track success.
  • Take a good look at your team's capabilities and resources. Be honest about what you can handle in-house and where you might need help.
  • Choose the right Prebid approach for your needs - client-side, server-side, or hybrid. Each has its pros and cons, so pick what works best for your situation.
  • Implement Prebid in phases. Start small, test thoroughly, and gradually expand. This approach helps you iron out issues and optimize as you go.

 

So, you've decided to implement Prebid. Smart move! But getting Prebid up and running is easier said than done. To truly harness its power and maximize your ad revenue, you need a solid implementation strategy. 

Just like the system itself, prebid implementation isn't a one-size-fits-all process. It requires careful planning, resource assessment, and strategic decision-making. Whether you're considering a client-side, server-side, or hybrid approach, your success hinges on aligning your implementation with your specific goals, resources, and technical setup. 

In this guide, we'll walk you through the essential steps of implementing Prebid, from establishing clear objectives to managing the implementation process, focusing on the strategic aspects of Prebid implementation that will help you make more informed decisions.

Remember, while Prebid offers powerful capabilities for maximizing ad revenue, it also requires careful management. If you find the technical aspects overwhelming, partnering with a managed service provider like Playwire can help you reap the benefits of Prebid without the associated headaches. 

Let's dive in and explore how to implement Prebid strategically and effectively.

Step 1: Establish Your Prebid Implementation Goals

Before diving into the technical aspects of Prebid implementation, it's crucial to define clear objectives for your header bidding strategy. This step will guide your entire implementation process, ensuring that your efforts align with your overall ad monetization goals. 

To set effective Prebid implementation goals:

  • Assess your current ad setup and revenue performance to establish a baseline. Review metrics like CPMs, fill rates, and overall revenue for the past few months to understand your starting point.
  • Identify key performance indicators (KPIs) to measure the success of your Prebid implementation. Consider metrics such as average CPM, bid rate, win rate, and page load time impact.
  • Consider both short-term and long-term objectives for your programmatic advertising strategy. While immediate revenue gains are important, also think about long-term goals like improving user experience or building stronger relationships with premium advertisers.
  • Align your Prebid implementation goals with your overall business objectives and user experience priorities. Make sure your ad strategy supports your site's growth and doesn't negatively impact user engagement.

By setting clear, measurable goals from the outset, you'll be better equipped to make informed decisions throughout the implementation process and measure your success effectively. 

Remember, your objectives may evolve as you gain more experience with Prebid, so it's important to review and adjust your goals periodically.

Step 2: Evaluate Your Resources and Capabilities

Next, you need to take an honest look at your technical expertise and available resources. This will guide your approach to prebid implementation, so that you can avoid unnecessary snags and produce better long-term results. 

Consider the following:

  • Technical skills: Assess your team's proficiency in JavaScript, ad tech, and programmatic advertising. Prebid implementation requires a solid understanding of these areas.
  • Infrastructure: Evaluate your current ad tech stack and server capabilities. Prebid can be resource-intensive, especially for high-traffic sites.
  • Time and personnel: Consider the resources you can dedicate to Prebid implementation and ongoing management. This isn't a "set it and forget it" solution.
  • Budget: Review your financial capacity for potential external partnerships or tools to support your Prebid setup.

By thoroughly evaluating these aspects, you'll be better equipped to choose the right Prebid implementation approach and set realistic expectations for the process ahead. This assessment will also help you decide whether to tackle implementation in-house or seek external expertise.

Consider Partnerships or Managed Solutions (Like Playwire)

Let’s say you assess your in-house technical resources and know-how, and come to an unfortunate conclusion: you don’t have the capacity to take on Prebid on your own. Or maybe you just prefer to focus on core business activities. 

In either case, partnering with a managed service provider like Playwire can be a great way to deliver the benefits of Prebid without the heavy lift.. 

Here’s what to look for in a managed solution: 

  • Look for providers with a proven track record in Prebid implementation. Ask for case studies or references from publishers similar to your size and niche.
  • Assess their ability to customize solutions to your specific needs. Every publisher's setup is unique, and you want a partner who can tailor their approach accordingly.
  • Consider their approach to ongoing optimization and support. Prebid requires continuous fine-tuning - make sure your partner offers robust, ongoing optimization services.
  • Evaluate the transparency of your potential partner’s reporting and analytics offerings. You should have clear visibility into your header bidding performance and the optimizations being made.
  • Compare the cost of managed solutions against the potential revenue gains and resource savings. While managed services come with a price tag, they can often deliver superior results and free up your internal resources.
  • Investigate their expertise in privacy compliance and adapting to industry changes. With the evolving landscape of data privacy and the deprecation of third-party cookies, you need a partner who stays ahead of these trends.

Remember, choosing between in-house implementation and a managed solution isn't just about technical capabilities. Consider factors like your team's bandwidth, your appetite for managing complex ad tech, and your long-term strategy for ad monetization. The right choice will depend on your unique circumstances and goals.

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Step 3: Choose the Right Prebid Approach

Selecting the optimal Prebid implementation is crucial for maximizing your ad revenue while maintaining a smooth user experience. Your choice will depend on your specific goals, resources, and technical setup. 

There are three main Prebid implementation options to consider:

  1. Client-side (Prebid.js): This approach runs auctions in the user's browser, offering high transparency and control. It's ideal for publishers who want to manage their auctions closely and benefit from higher cookie match rates.
  2. Server-side (Prebid Server): This method moves the auction process to a remote server, reducing latency and improving page load times. It's particularly beneficial for mobile environments or when working with a large number of demand partners.
  3. Hybrid approach: This combines both client-side and server-side implementations to optimize performance. It allows you to balance the benefits of high match rates for key partners with the scalability and performance advantages of server-side for additional demand sources.

When choosing your Prebid approach, consider these factors:

  • Traffic volume: Higher traffic sites may benefit more from server-side solutions.
  • Technical resources: Client-side implementations are often easier to set up initially but require ongoing management.
  • User experience priorities: Server-side can reduce page load impact, especially on mobile devices.
  • Data and targeting needs: Client-side often provides better cookie matching rates for more precise targeting.

Remember, your Prebid approach isn't set in stone. Start with the method that best fits your current needs and capabilities, but be prepared to evolve your strategy as your business grows and the ad tech landscape changes.

Step 4: Building Your Prebid Strategy

Now that you've chosen your Prebid approach, it's time to develop a comprehensive strategy for implementation. This step is crucial for ensuring your Prebid setup aligns with your goals and maximizes your ad revenue potential. 

Start by selecting your demand partners strategically. While Prebid supports hundreds of demand partners, more isn't always better. Focus on quality over quantity, choosing partners that align with your audience and content. Consider factors like bid rates, CPMs, and fill rates when evaluating potential partners. 

Next, develop a phased implementation plan. Prebid implementation isn't a one-and-done process – it requires careful planning and, ideally, a gradual rollout. 

Here's what your implementation plan should include:

  1. Initial setup and testing: Set up a test environment that mirrors your production setup. Implement Prebid on a small subset of non-critical pages or ad units. Configure a limited number of demand partners (2-3) to start. Set up logging and analytics to monitor performance.
  2. Gradual expansion: Incrementally increase the number of pages or ad units using Prebid. Add more demand partners in stages, carefully monitoring the impact on latency and revenue. Expand to different ad formats (e.g., start with display, then add video).
  3. Performance monitoring and optimization: Continuously analyze key metrics like revenue, latency, and bid rates. A/B test different configurations, such as timeout settings and price floors. Optimize your setup based on data-driven insights.
  4. Full rollout: Deploy Prebid across your entire site or app. Implement final adjustments based on learnings from previous phases.
  5. Ongoing management and refinement: Regularly review and update your demand partner list. Stay informed about new Prebid features and industry trends. Conduct periodic audits of your setup to ensure optimal performance.

Creating a testing and optimization roadmap is equally important. Plan for regular A/B tests to compare different configurations, timeout settings, and price floors. Set up key performance indicators (KPIs) to track, such as revenue per thousand sessions (RPS), fill rate, and page load times. 

Remember, Prebid implementation is an ongoing process. The ad tech landscape is constantly evolving, and your strategy should evolve with it. Stay informed about new Prebid features and industry trends, and be prepared to adjust your approach as needed. 

By building a comprehensive Prebid strategy, you're setting yourself up for long-term success in maximizing your ad revenue while maintaining a positive user experience.


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Step 5: Managing the Implementation Process

Implementing Prebid isn't a one-time task – it's an ongoing process that requires careful coordination and management. To make sure your implementation process goes smoothly, you’ll need a well-coordinated team, clear communication, and a realistic timeline. In other words, project management fundamentals.

Team coordination is crucial because the implementation process typically involves a great deal of collaboration. To smooth the way for your implementation team, make sure everyone’s roles are clear. 

For example:

  • Ad Ops: They might define ad units, set up line items in the ad server, and manage demand partner relationships.
  • Development: These team members could handle the technical implementation of Prebid, including integration with your website or app.
  • Analytics: Other team members might set up tracking and reporting to monitor Prebid performance, and use that data to flag potential issues to resolve post-implementation.

Once you’ve got the team’s responsibilities aligned, it’s time to set a timeline. A realistic project timeline – complete with key milestones and deliverables – helps the team not only stay on schedule, but also understand how their work contributes to the success of the project. 

Make sure your implementation timeline is realistic to the complexity of your planned implementation. For example, you’ll want to build in ample time for testing and troubleshooting, especially if your team is new to prebid. Also, consider breaking the project into phases. This will allow you to use a more gradual rollout and address problems as they arise. 

Finally, streamline collaboration by creating channels for clear communication. For example: 

  • Regular status meetings could allow team members to share updates or troubleshoot issues that have arisen.
  • A dedicated Slack channel (or whichever messaging app your team uses) creates space for quick, agile communication.
  • Centralized documentation would allow the team to store and reference important information quickly and easily.

Remember, a well-planned approach often leads to better long-term results than rushing to implement everything at once. By focusing on coordination, communication, and realistic planning, you can manage your Prebid implementation more effectively and boost your ad monetization efforts.

Get The Perks of Prebid Without The Implementation Struggle

Paired with the right strategy, implementing prebid effectively can significantly boost your ad revenue. Admittedly, it can get complicated. It requires aligning your goals and resources with your desired setup,. managing a cross-functional implementation team, and sharpening your technical and project management skills. 

If you get it right, it’s well worth the effort. But not everybody has the time, resources and bandwidth to tackle Prebid on their own. If you want to harness the power of Prebid without the technical headaches, a managed solution provider like Playwire can help. We’ll do the heavy lifting, so you can focus on what you do best. Get in touch with Playwire today to learn more about how we can elevate your ad monetization strategy.


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