Simplify header bidding with Ad Manager

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An easier setup process

The current process to set up header bidding can be resource-heavy and time consuming, requiring publishers to set up and manage hundreds to thousands of line items and ad creatives. To simplify this, we’ve developed a new way for publishers to set up header bidding through yield groups. In just a few steps, publishers can make their ad space available to header bidders — similar to how they can specify what ad space they want to sell with Ad Exchange or Open Bidding. The header bidding demand is then included in the unified auction.

Over the past few months, we’ve been working with publishers to test this optional feature and incorporate their feedback into the development process. Over the next couple of weeks, we will open this beta to more publishers and move to open beta this summer.


“The new workflow has made our process of setting up header bidders significantly simpler, allowing our team to focus on more strategic work.”

Evan Pfeffer, VP Programmatic Solutions, Bustle Digital Group


“Using Ad Manager’s yield groups for header bidding solves for the complex setup and maintenance issues when using an independent auction like Prebid. It’s a strong feature and should be considered by any publisher who is intimidated by the technical aspects of header bidding.”

Steve Mummey, SVP Digital Ad Revenue & Technology, AccuWeather


“It’s been great to partner with Google to test its improved support for header bidding in Ad Manager. Google Ad Manager and Prebid are both important to our business. This enhanced communication between them is an exciting development, and we anticipate this feature will simplify set up work for our ad operations team.”

Patrick McCann, SVP Research, CafeMedia


“We are excited to see Google making strides towards simplifying the header bidding workflow; it’s an important step for our industry and one that gives publishers the power of choice. We look forward to working with the team to ensure our publisher partners are able to take advantage of this solution, save time and resources and ultimately drive higher yield.”

Mike McNeeley, SVP Product, Index Exchange


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