Video Exchange Bidding Setup
This article will deal with how to add competition to your Video Demand running in Ad Manager. For more information about setting up Exchange Bidding and setting up Yield Groups for Display ads see our previous articles.
Working in Ad Tech for the past 10+ years I have seen a lot of different technologies and ways of working come and go. Google’s Exchange Bidding has the possibility of making it onto the list of major advances in Ad Tech.
Waterfall setups were the things that kept Ad Ops teams up at night. Dynamic Allocation helped solve that but Header Bidding made it mostly obsolete. Mostly obsolete, because Video Demand still required waterfall setups that brought back bad memories. Granted, some players and Ad Servers were much better than previous waterfall setups. These setups did not have a case where one bad tag would crash your setup. However, when your ads are not running realtime bid to multiple networks it is costing you additional revenue. This is where EBDA comes and saves the day.
Google’s Exchange bidding (EBDA) as you can see has a very simple setup and the UI is very easy to navigate and setup to get multiple demand sources bidding on your Video Demand in realtime. This demand will compete with your Dynamic Allocation Ad Exchange demand and thereby drive your CPMs higher.
Yield Partners for Video
This table shows most of the participating Networks in EBDA that support Video. The list of partners in Video is much less than those networks that support Banner/Display ads. However, in order to start with EBDA video at least one of these networks will need to sign a contract granting Exchange Bidding demand.
Yield Group – Video
The Video Yield group is basically created the same way you would create a banner Yield group. Navigate to Delivery > Yield groups and click on New yield group.
After getting to the New yield group page select In-Stream Video from the drop down box. That will set the type of ad format EBDA bids on.
Make sure that you have set the Yield group to Active and that you have entered a name.
Now you are ready to set the Targeting for this Yield group.
This targeting section is also used in other features inside Ad Manager. Therefore, it should be familiar and very easy to use. Select the Ad Manager Ad Units that are running the Ad Manager Video VAST tags. The targeting allows one to create multiple Yield groups depending on the Ad Unit, Device type or Geographic location.
The advanced targeting could be helpful in dealing with specific Yield Partners that only want a certain type of traffic or user location.
Adding Yield Partners
The last part of setting up the video yield group is adding the yield partners.
Select the Active status for each additional partner added to the Yield group.
The only thing left to do in click Save.
Once everything is setup properly EBDA will then be able to dynamically allocate the Ad Exchange and ad newtork’s demand without a need for a Waterfall. This will allow for realtime bidding on your Video pre-rolls and post-rolls.
The EBDA revenue might not start immidiatly. If you have issues please make sure to look at the Ads.txt or VAST tag in use. If these are not in place properly please see our previous EBDA articles.