{"id":11843,"date":"2019-05-10T12:30:40","date_gmt":"2019-05-10T07:00:40","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=11843"},"modified":"2022-09-02T15:44:31","modified_gmt":"2022-09-02T10:14:31","slug":"prebid-adapter","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/","title":{"rendered":"What is a Prebid Adapter? (+5 Popular Adapters for Publishers)","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>We have previously discussed <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/a-simpler-guide-to-header-bidding-technology\/\" target=\"_blank\">header bidding<\/a> and <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-prebid-js\/\" target=\"_blank\">prebid.js<\/a> in-depth along with how they work in detail. The general consensus in the publisher community now is that setting up header bidding can be complex but it&#8217;s worth it\u2014and it&#8217;s true. After discussing the <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/\" target=\"_blank\">header bidding wrapper<\/a>, a container that organizes partners and sets rules for auction, it\u2019s time we get to adapters, its uses, and the names of the most popular <a href=\"https:\/\/lp.adpushup.com\/prebid-guide\/\">prebid<\/a> adapters.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#What_is_the_Prebid_Adapter\" >What is the Prebid Adapter?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#What_is_the_Need_for_Adapter\" >What is the Need for Adapter?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#1_AppNexus\" >1. AppNexus<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#2_Rubicon_Project\" >2. Rubicon Project<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#3_OpenX\" >3. OpenX<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#4_Index_Exchange\" >4. Index Exchange<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#5_Criteo\" >5. Criteo<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#What_Else_Should_Publishers_Know\" >What Else Should Publishers Know?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-the-prebid-adapter\"><span class=\"ez-toc-section\" id=\"What_is_the_Prebid_Adapter\"><\/span>What is the Prebid Adapter?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A little recap, Prebid is a free open-source technology that offers a header bidding wrapper called Prebid.js. Once this Prebid.js is integrated into a publisher\u2019s website, publisher can start adding demand partners and conduct auctions. But wait, how would publisher add a demand partner to the wrapper? The answer is using prebid adapter. Prebid adapter is the demand partner specific code that allows publishers to work with that demand partner and its partnered agencies and advertisers.<\/p>\n\n\n\n<p>Still confused? Let us understand this with an example. Suppose, you, a publisher, want to partner up with AppNexus, OpenX, and Amazon. What will you do to get them onboard?. You will approach these companies and register with them. If these companies approve your inventory and agree to work with you, then you will be provided with a prebid adapter. This will be in the form of a code to be added in your wrapper.<\/p>\n\n\n\n<p>In a nutshell, wrapper is a container and it contains adapters.<\/p>\n\n\n\n<h2 id=\"h-what-is-the-need-for-adapter\"><span class=\"ez-toc-section\" id=\"What_is_the_Need_for_Adapter\"><\/span>What is the Need for Adapter?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Adapter acts as a carrier for the demand side. After being added to the wrapper, it takes bid requests from wrapper to its respective demand partner. A demand-level auction is then conducted internally in the DSP and then it sends a qualifying bid response back to wrapper via the adaptor for further auction. <\/p>\n\n\n\n<p>Furthermore, adapter carries the <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\">bid request<\/a> containing details of the inventory and desired ad requirements (ad size, ad format, ad type). These details are important while looking for suitable advertisers to place bids on the publisher\u2019s inventory. Here are some popular prebid adapters:<\/p>\n\n\n\n<h3 id=\"h-1-appnexus\"><span class=\"ez-toc-section\" id=\"1_AppNexus\"><\/span>1. AppNexus<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>AppNexus created the open source prebid wrapper (Prebid.js) to call out multiple demand partners for publishers. That\u2019s not it, AppNexus also offers a prebid adapter completely optimized for the prebid auctions. Next, AppNexus supports varied device and ad formats including video ads, mobile ads, and native ads. AppNexus features include transparent auctions, access to worldwide marketplace (including AppNexus marketplace), and advanced insight into bid dynamics, latency, and performance.<\/p>\n\n\n\n<h3 id=\"h-2-rubicon-project\"><span class=\"ez-toc-section\" id=\"2_Rubicon_Project\"><\/span>2. Rubicon Project<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Rubicon Project is another well-known partner of the Prebid that actively contributes to publisher revenue worldwide. It is also built on the Prebid technology. Furthermore, it provides access to private marketplace and guaranteed deals to publishers. Along with the adapter, Rubicon also offers performance analytics and an account management team to understand the complexity of header bidding and run profitable auction every time. To further offer the best services, Rubicon is integrated with IAS, ComScore, Moat, and more, to provide best in class services for targeting, viewability, and measurement.<\/p>\n\n\n\n<h3 id=\"h-3-openx\"><span class=\"ez-toc-section\" id=\"3_OpenX\"><\/span>3. OpenX<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>OpenX has a fully optimized adapter for programmatic deals. It works on providing better <a href=\"https:\/\/www.adpushup.com\/blog\/cpm-ad-networks\/\">CPM <\/a>to publishers by connecting them to a large number of <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-demand-side-platform\/\">DSP<\/a>s and advertisers. For publishers, OpenX brings dynamic bidding on the table which optimizes the value of every bid. Furthermore, it enables advertisers to leverage audience syncing technology on publisher\u2019s inventory. And the control of each auction remains in publisher\u2019s hand.<\/p>\n\n\n\n<h3 id=\"h-4-index-exchange\"><span class=\"ez-toc-section\" id=\"4_Index_Exchange\"><\/span>4. Index Exchange<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Index Exchange is one of the high-paying demand header bidding adapters, especially for publishers operating in the US, UK, Canada, and Australia. Although it has its own wrapper, It offers proprietary Prebid based adapter too and due to its popularity, it has connections to many known <a href=\"https:\/\/www.adpushup.com\/blog\/ssp-supply-side-platforms\/\">SSP<\/a>s and DSPs. For publishers, these connections can help them get the best price for their inventories. Also, when dealing in private marketplace, Index Exchange can help create connections to reliable advertisers.<\/p>\n\n\n\n<h3 id=\"h-5-criteo\"><span class=\"ez-toc-section\" id=\"5_Criteo\"><\/span>5. Criteo <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Criteo is a popular prebid adapter offering advanced retargeting features. It claims to provide transparent reporting stats with the demand partners. Criteo has worked with big companies like SurveyMonkey, XBOX, Adidas, P&amp;G, etc. Using Criteo adapter, you can plug into Prebid as well as Index Exchange wrapper. With their claims to deliver unique demand, publishers can improve their CPMs.<\/p>\n\n\n\n<h2 id=\"h-what-else-should-publishers-know\"><span class=\"ez-toc-section\" id=\"What_Else_Should_Publishers_Know\"><\/span>What Else Should Publishers Know?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to AdExchanger, in 2017, <a rel=\"noreferrer noopener\" aria-label=\"AppNexus and Index Exchange dominated the market of header bidding as demand sources (opens in a new tab)\" href=\"https:\/\/adexchanger.com\/platforms\/appnexus-index-exchange-header-bidding-leaders\/\" target=\"_blank\">AppNexus and Index Exchange dominated the market as demand sources<\/a>, with 44.8% publishers using AppNexus and 41.3% using Index Exchange, followed by OpenX (36%), Amazon (36%), AOL (33%), Rubicon (30%), Criteo (28%), <a href=\"https:\/\/www.adpushup.com\/blog\/sovrn-review-factsheet-overview-pros-and-cons\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/sovrn-review-factsheet-overview-pros-and-cons\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sovrn<\/a> (26%), Sonobi (19%) and PulsePoint (17%) completing the top 10 list of <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\">header bidding<\/a> adapters. (The number doesn\u2019t add up to 100% because many publishers use more than one header bidding adapter.)<\/p>\n\n\n\n<p>Chris Shuptrine, who created the report, explained, \u201cThe popularity of these companies\u2019 wrappers and their adapters are linked. You don\u2019t have to use AppNexus if you use Prebid, but the code is right there and built. You might as well use it. The same is true with Index Exchange being the largest third-party vendor wrapper solution.\u201d<\/p>\n\n\n\n<p>However, these are just numbers. When looking for an adapter to plug into the wrapper, publishers should put their requirements first (like what kind of ad format they want\u2014display ads \/ native ads or both). Also, you as a publisher should know, adding more than 2-3 adapters can be beneficial in terms of fill rate and earned revenue but adding too many can increase page latency. Finally, testing is the key, make sure you run win rate, bid rate, and fill rate tests with your demand partners to improve earnings.<br><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>We have previously discussed header bidding and prebid.js in-depth along with how they work in detail. The general consensus in the publisher community now is that setting up header bidding can be complex but it&#8217;s worth it\u2014and it&#8217;s true. After discussing the header bidding wrapper, a container that organizes partners and sets rules for auction,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6455],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is a Prebid Adapter? +5 Popular Adapters for Publishers - Adpushup<\/title>\n<meta name=\"description\" content=\"Thinking of running header bidding on your site? But do you know which prebid adapter to add to your wrapper? Learn everything about prebid adapters, here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What is a Prebid Adapter? +5 Popular Adapters for Publishers - Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Thinking of running header bidding on your site? But do you know which prebid adapter to add to your wrapper? Learn everything about prebid adapters, here.\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/prebid-adapter\/\",\"name\":\"What is a Prebid Adapter? +5 Popular Adapters for Publishers - Adpushup\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"datePublished\":\"2019-05-10T07:00:40+00:00\",\"dateModified\":\"2022-09-02T10:14:31+00:00\",\"description\":\"Thinking of running header bidding on your site? 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