Prebid for Video Advertising

Playwire Technical Team & Reviewed By Stacy Willis

in Header Bidding, Prebid

9 Minute Read

All of our content is generated by subject matter experts with years of ad tech experience and structured by writers and educators for ease of use and digestibility. Learn more about our rigorous interview, content production and review process here.

Key Points

Prebid Video extends header bidding to video advertising, enabling publishers to increase competition for their video inventory and potentially boost ad revenue.
Publishers can implement Prebid Video for both instream (ads within video content) and outstream (standalone video ads) formats, offering flexibility in monetization strategies.
Key components of Prebid Video include video player integration, VAST and VPAID support, and robust analytics for performance tracking.
Common challenges include managing latency and ensuring player compatibility.

Prebid Video extends Prebid’s already notable header bidding capabilities to video advertising, allowing publishers to maximize revenue from their video inventory. As video content continues to dominate the digital landscape, Prebid Video can help you monetize this high-demand format.

Here's why Prebid Video matters for publishers:

Increased competition: It allows multiple demand partners to bid on your video inventory simultaneously, potentially driving up prices.
Better control: You get more say in how your video ad space is sold and who gets to bid on it.
Improved user experience: Prebid Video can lead to faster ad loading times, keeping your site snappy and responsive.
Versatility: It supports various video ad formats, including instream, outstream, and long-form content.

Implementing Prebid Video can be complex, but the benefits are substantial. It gives you more control over your monetization strategy, which can help you significantly boost your ad revenue.

In the following sections, we'll dive deeper into the specifics of Prebid Video, including how it works, its key components, and strategies for effective implementation.

If all this tech talk starts to make your head spin, don't worry. Managed solutions like Playwire can handle the complexities of Prebid Video implementation, allowing you to reap the benefits without the technical headaches.

Read Now: The Complete Guide to Prebid

Types of Video Ad Placements

When it comes to video advertising, not all placements are created equal. Understanding the different types of video ad placements is key to developing an effective monetization strategy with Prebid Video.

Let's break down the two main categories: instream and outstream video ads.

Instream Video Ads

Instream video ads are integrated directly into video content, playing before, during, or after the main video. These ads are typically more engaging and valuable due to their seamless integration with the content viewers are already watching.

There are three main types of instream video ads:

Pre-roll ads: These play before your main video content starts.
Mid-roll ads: Inserted in the middle of your content.
Post-roll ads: Shown after your main content.

Each of these ad types offers different advantages in terms of viewer engagement and potential revenue. Pre-roll ads, for instance, often have the highest completion rates as viewers are eager to access the main content. Mid-roll ads can capitalize on engaged viewers, while post-roll ads may have lower completion rates but can still be valuable for certain advertisers.

Instream ads offer several benefits for publishers:

Higher viewability rates due to integration with video content
Better engagement, especially for pre-roll and mid-roll placements
Generally higher CPMs compared to display or outstream ads

However, they also come with challenges:

Limited inventory, as you need video content to host these ads
Potential for user frustration if not implemented thoughtfully
Technical complexity in implementation and tracking

When implementing instream ads with Prebid Video, it's crucial to balance ad frequency with user experience. Too many ads can lead to viewer frustration, while too few may limit your revenue potential. Prebid Video allows you to fine-tune this balance, offering controls for ad frequency, placement, and duration.

Outstream Video Ads

Outstream video ads appear within standard display ad units, typically expanding when in view and collapsing when the user scrolls past. Unlike instream ads, outstream ads don't require existing video content, making them a versatile option for publishers without extensive video libraries.

Outstream ads offer unique advantages for publishers:

Flexibility: They can be placed anywhere on a page, not just within video content.
Revenue opportunity: Publishers can monetize video ads without producing video content.
User experience:Outstream ads can be less disruptive than instream ads when implemented well.

However, outstream ads also have some drawbacks:

Generally lower engagement rates compared to instream ads
May be seen as disruptive by some users if not implemented well
Often have lower CPMs than instream video ads

When implementing outstream ads with Prebid Video, it's important to consider placement carefully. Ads that appear naturally within content breaks tend to perform better than those that interrupt the reading flow. Prebid Video offers various configuration options to help you optimize outstream ad placements for both user experience and revenue generation.

Ad Pods

Ad pods allow publishers to create a TV-like ad experience by serving multiple ads in sequence during content breaks, facilitating monetization for long-form video content. Key advantages of this format include:

Flexible configuration options for ad sequencing
Compatibility with both client-side and server-side implementations
Improved user experience for viewers of extended video content

However, there are a few drawbacks to consider:

More complex setup compared to single video ad placements
Requires careful balance to avoid overwhelming viewers with too many ads
May need additional testing to ensure smooth playback across different devices

To implement ad pods, you'll need to incorporate the adpod module in your Prebid.js build and ensure that your ad units are configured to support this feature. For Prebid Server, you can also enable ad pods by configuring server-side parameters and ensuring your demand partners are set up to handle podded requests.

This allows you to create more sophisticated ad strategies that improve monetization of long-form content while maintaining a viewer-friendly experience across various platforms.

By understanding these different video ad placements, you can make informed decisions about implementing Prebid Video on your site. The key is to balance user experience with monetization potential. Prebid Video offers the flexibility to experiment with both instream and outstream formats, allowing you to find the right mix for your audience and content.

Prebid Video Implementation Types

When it comes to implementing Prebid for video advertising, you have two main options: client-side and server-side. Each approach has its own set of advantages and challenges.

Let's break them down so you can decide which one might work best for your needs.

Client-Side Implementation

Client-side Prebid Video, powered by Prebid.js, runs the auction process directly in the user's browser. Here's how it works for video:

The publisher defines video ad units with specific parameters like playerSize, mimes, and context (instream, outstream, or adpod).
When a user loads the page, Prebid.js sends bid requests to configured demand partners.
Prebid.js collects bid responses and caches the video creatives server-side, generating a unique cache ID.
The winning bid information and cache ID are passed to the ad server as key-value pairs.
The video player calls the ad server, which returns a VAST wrapper containing the cached video creative URL.

Benefits of client-side Prebid Video include:

Easier implementation, especially for publishers new to video header bidding
Better cookie matching, potentially leading to higher CPMs
Real-time transparency into the bidding process

However, it may impact page load times when working with many demand partners, which can be particularly noticeable with video ads.

Server-Side Implementation

Server-side Prebid Video moves the auction process to Prebid Server, which has a few notable advantages for video advertising:

Reduced latency, as the server handles bid requests and responses
Ability to include more demand partners without affecting user experience
Better performance for mobile and OTT environments

The process is similar to client-side, but with the key difference that Prebid Server manages the communications with demand partners. Server-side Prebid Video is particularly beneficial for:

Long-form video content, where it can manage complex ad pod structures
Publishers looking to scale their video header bidding operations
Mobile and OTT environments with limited browser capabilities

While server-side offers improved performance, it may face challenges with cookie matching, potentially impacting targeting capabilities.

Choosing the Right Approach

The choice between client-side and server-side Prebid Video depends on factors like:

Video content type (short-form vs. long-form)
Device types (desktop, mobile, OTT)
Number of demand partners
Technical resources available for implementation and maintenance

Many publishers opt for a hybrid approach, leveraging both client-side and server-side implementations to balance performance, revenue, and user experience. Regardless of the approach, Prebid Video aims to increase competition for video inventory, potentially leading to higher CPMs and improved fill rates for publishers.

Key Components of Prebid for Video

Prebid Video relies on several key components to help publishers get the most out of their video ad inventory. By understanding how they fit together, you’ll be better equipped to set up Prebid Video and boost your ad revenue.

Video Player Integration

Prebid Video supports a wide range of video players, including popular options like JW Player, VideoJS, Brightcove, and Kaltura.

The integration process typically involves:

Configuring your video player to work with Prebid
Setting up event listeners to trigger bid requests at appropriate times
Ensuring proper ad rendering within the player

It's important to note that different players may require specific setup steps. Always consult the Prebid documentation for your particular video player to ensure correct implementation.

For publishers looking for a simpler solution, Playwire offers a purpose-built video player that comes with built-in Prebid Video functionality. This lightweight player delivers high-yield video ads and supports both in-stream and outstream formats, making it easier to implement Prebid Video without dealing with complex integrations.

VAST and VPAID Support

Prebid Video offers robust support for Video Ad Serving Template (VAST) and Video Player Ad-Serving Interface Definition (VPAID) formats. These industry-standard protocols are crucial for delivering interactive and engaging video ads.

VAST support allows Prebid Video to work with a wide range of video ad creatives, ensuring compatibility with most demand sources. VPAID support enables more interactive ad experiences, potentially leading to higher engagement and better performance for certain ad types.

Implementing Prebid for Video

Implementing Prebid for video advertising requires careful consideration and setup to maximize your revenue potential. Let's break down the key aspects of getting Prebid Video up and running on your site.

Configuring Video Ad Units

The first step in implementing Prebid for video is properly setting up your video ad units. This process involves:

Defining the video ad unit parameters in your Prebid configuration
Specifying supported video formats (e.g., instream, outstream)
Setting player size and other relevant dimensions

For example, a basic video ad unit configuration might look like this:


var videoAdUnit = {
	code: 'video-ad-unit',
	mediaTypes: {
    	video: {
        	context: 'instream',
        	playerSize: [640, 480],
        	mimes: ['video/mp4'],
        	protocols: [2, 3, 5, 6]
    	}
	},
	bids: [{
    	bidder: 'exampleBidder',
    	params: {
        	placementId: '12345678'
    	}
	}]
};

This configuration tells Prebid that you're setting up an instream video ad unit with specific size and format requirements. The bids array specifies which demand partners can bid on this inventory.

Timeout Optimization for Video

Video ads often require different timeout settings compared to display ads. Here's why:

Video creatives are typically larger and may take longer to load
The auction process for video can be more complex, involving multiple steps

To optimize your timeout settings:

Start with a slightly longer timeout than you use for display ads (e.g., 1000-1500ms)
Monitor your bid rates and adjust accordingly
Consider using different timeouts for instream and outstream ads

Remember, the goal is to balance auction time with user experience. Too short a timeout might mean missing out on high-value bids, while too long a timeout could negatively impact your site's performance.

Analytics and Reporting for Video Header Bidding

Tracking the performance of your video header bidding is crucial for optimizing your revenue and user experience. Unlike standard display ads, video ads have unique metrics and considerations that require special attention.

When it comes to Prebid Video, analytics and reporting become even more critical due to the higher value of video inventory and the complexity of video ad delivery.

Effective analytics can help you:

Maximize your video ad revenue
Identify and resolve technical issues quickly
Optimize your timeout settings for video ads
Make informed decisions about demand partner selection

Key metrics to monitor include:

Fill rate: The percentage of video ad requests that result in an ad being served. This is particularly important for video, as unfilled inventory can lead to poor user experience.
CPM: The average cost per thousand impressions. Video ads typically command higher CPMs than display ads, so it's important to track this closely.
Video Completion Rate (VCR): The percentage of video ads that play to completion. This is a crucial metric for both publishers and advertisers.
VAST errors: These can indicate technical issues with video ad delivery and should be monitored closely.
Start time: How quickly video ads begin playing after a request. This impacts user experience and can affect viewability rates.

To track these metrics effectively, you'll need to set up an analytics adapter, such as this one from Rubicon (now part of Magnite):


pbjs.enableAnalytics({
	provider: 'rubicon',
	options: {
    	endpoint: 'https://prebid-a.rubiconproject.com/event',
    	accountId: 1001,
    	endpoint: 'https://prebid-a.rubiconproject.com/event'
	}
});

Incorporating an adapter like this one allows you to get detailed insights into video header bidding performance, so you can make data-driven decisions to optimize your setup.

Remember, the key to successful video header bidding is continuous monitoring and optimization. Regularly analyze your data to identify opportunities to fine-tune your Prebid Video setup and maximize your revenue.

Read the full case study now

Challenges and Solutions in Video Header Bidding

Video header bidding presents unique challenges compared to traditional display advertising. The larger file sizes, complex playback requirements, and higher user expectations for video content all make the implementation process more demanding.

Let's explore some common hurdles and how to overcome them:

Latency Management

One of the biggest concerns with video header bidding is its impact on video load times. Each additional bid request can add time to your video startup, potentially affecting user experience. To address this:

Optimize timeout settings: Find the sweet spot that allows enough time for competitive bids without delaying video playback.
Use a timeout buffer: Account for network variations to ensure consistent performance.
Implement server-side bidding: This can reduce browser-based latency, especially beneficial for mobile users.

Monitor your video start times and their impact on user engagement. Balancing auction time with user experience is key to maximizing revenue without driving viewers away.

Player Compatibility

Integrating Prebid with various video players can be tricky. Each player may have unique requirements for ad insertion and playback. To ensure smooth integration:

Choose a player with robust VAST support
Test thoroughly with different player versions
Consider using Prebid's Universal Creative for better compatibility

If you're using a custom player, you may need to develop specific integrations to work seamlessly with Prebid.

VAST and VPAID Support

While VAST (Video Ad Serving Template) is widely supported, VPAID (Video Player Ad-Serving Interface Definition) can present challenges, especially on mobile devices.

To navigate this:

Prioritize VAST for broader compatibility
Use VPAID selectively, considering device and browser support
Implement fallback mechanisms for unsupported formats

Remember, while VPAID offers more interactive capabilities, it may impact video start times and completion rates. By addressing these challenges head-on, you can create a more robust Prebid video implementation.

Don’t Let Your Video Ad Strategy Lag

Incorporating Prebid into your video advertising strategy can help you boost your ad revenue potential while also optimizing your user experience. But there’s no denying that the implementation process can be headache-inducing.

If you're looking for a way to simplify the implementation of Prebid Video and optimize your ad operations without the technical headaches, consider partnering with Playwire. We can take care of the technical minutiae while you focus on what you do best—creating engaging content for your audience.

Contact Playwire today to learn how we can help elevate your programmatic strategy and drive your revenue growth.

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