How to Implement Header Bidding with Google ADx (2024)

Implementing header bidding with Google ADx can significantly boost your ad revenue by increasing competition for your ad inventory. In this article, we will guide you through the process of setting up header bidding on your website and optimizing it for maximum performance.

What is Header Bidding?

Header bidding is an advanced programmatic advertising technique where multiple demand sources bid on your ad inventory simultaneously before the ad server makes a decision. This process increases competition, leading to higher CPMs (Cost Per Thousand Impressions) and better fill rates.

Why Use Header Bidding with Google ADx?

Integrating header bidding with Google ADx offers several benefits:

  • Increased Revenue: By allowing multiple demand sources to bid on your inventory, you can achieve higher CPMs.
  • Better Fill Rates: Header bidding can improve fill rates by increasing the number of bids for your inventory.
  • Transparency: You gain more insights into the bidding process and advertiser demand, allowing for better optimization.

For professional assistance with header bidding setup and optimization, H&T GAMING offers specialized services to enhance your ad performance.

Preparing for Header Bidding Implementation

Understanding Your Current Setup

Before implementing header bidding, review your current ad setup. Understand how your ad inventory is managed and identify areas for improvement.

Choosing a Header Bidding Wrapper

A header bidding wrapper is a piece of JavaScript code that facilitates header bidding on your website. Popular solutions include:

  • Prebid.js: An open-source header bidding wrapper widely used in the industry.
  • Amazon Transparent Ad Marketplace (TAM): Amazon’s header bidding solution.
  • Google Open Bidding: Google’s solution integrated with Google Ad Manager.

Step-by-Step Guide to Implementing Header Bidding with Google ADx

Step 1: Integrate the Header Bidding Wrapper

  1. Download and Install the Wrapper: Choose your header bidding wrapper (e.g., Prebid.js) and follow the installation instructions.
  2. Configure the Wrapper: Customize the wrapper settings based on your ad inventory and demand partners.

Step 2: Set Up Demand Partners

  1. Choose Demand Partners: Select demand partners to participate in your header bidding auctions. Common partners include AppNexus, Rubicon Project, and OpenX.
  2. Integrate Demand Partners: Follow the integration instructions for each demand partner to add them to your header bidding setup.

Step 3: Configure Ad Units

  1. Define Ad Units: Specify the ad units to be included in your header bidding setup. Ensure these ad units are properly configured in your header bidding wrapper.
  2. Set Floor Prices: Establish floor prices for your ad units to ensure they are not undersold.

Step 4: Implement Header Bidding in Google Ad Manager

  1. Create Line Items: In Google Ad Manager, create line items for each demand partner participating in your header bidding auctions.
  2. Set Targeting Criteria: Define targeting criteria for your line items to ensure they compete in the correct auctions.
  3. Add Key-Value Pairs: Use key-value pairs to pass bid information from the header bidding wrapper to Google Ad Manager.

Step 5: Test and Optimize

  1. Test the Setup: Conduct thorough testing to ensure the header bidding setup works correctly. Check for any issues or discrepancies in ad delivery and performance.
  2. Monitor Performance: Regularly monitor the performance of your header bidding setup. Use analytics tools to track key metrics such as CPM, fill rate, and revenue.
  3. Optimize Settings: Continuously optimize your header bidding settings based on performance data. Adjust floor prices, demand partner configurations, and ad unit settings as needed.

Best Practices for Header Bidding with Google ADx

Regularly Review Performance Data

Regularly review performance data to identify trends and areas for improvement. Use this data to make informed optimization decisions.

Maintain a Balanced Demand Partner Mix

Ensure a balanced mix of demand partners to maximize competition and revenue. Regularly review and update your demand partner list based on performance.

Optimize Ad Unit Layouts

Optimize the layout of your ad units to improve viewability and engagement. Experiment with different placements and sizes to find the best-performing configurations.

Monitor and Prevent Latency

Header bidding can increase page load times if not properly managed. Monitor latency and take steps to minimize it, such as optimizing your header bidding wrapper and limiting the number of demand partners.


What is the primary benefit of implementing header bidding with Google ADx?

The primary benefit is increased ad revenue through higher CPMs and better fill rates due to increased competition among demand sources.

How do I choose the right header bidding wrapper?

Choose a wrapper based on your specific needs, such as Prebid.js for open-source flexibility, Amazon TAM for Amazon’s ecosystem, or Google Open Bidding for seamless integration with Google Ad Manager.

Can header bidding increase page load times?

Yes, if not properly managed, header bidding can increase page load times. It’s important to optimize the wrapper and limit the number of demand partners to minimize latency.

How often should I review my header bidding setup?

Regularly review your setup at least monthly to ensure optimal performance. Continuously monitor key metrics and make necessary adjustments.

Where can I get professional help for implementing header bidding?

For professional assistance with header bidding setup and optimization, H&T GAMING provides specialized services to enhance your ad performance.


Implementing header bidding with Google ADx can significantly boost your ad revenue by increasing competition for your ad inventory. By following the steps outlined in this guide, you can set up and optimize header bidding on your website effectively. Regularly review performance data, maintain a balanced demand partner mix, and optimize ad unit layouts to achieve the best results.

For expert guidance and services to optimize your header bidding setup, H&T GAMING is here to help you achieve your goals.

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