{"id":12141,"date":"2019-06-03T18:30:04","date_gmt":"2019-06-03T13:00:04","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=12141"},"modified":"2022-09-02T11:07:24","modified_gmt":"2022-09-02T05:37:24","slug":"how-to-implement-header-bidding-on-amp","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/how-to-implement-header-bidding-on-amp\/","title":{"rendered":"How to Implement Header Bidding on AMP","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>According to AMP dev blog, over 25 million websites around the world are using <a href=\"https:\/\/www.adpushup.com\/blog\/publisher-guide-google-accelerated-mobile-pages\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s Accelerated Mobile Pages (AMP)<\/a> to speed up their webpages on the mobile web. AMP drastically reduces page load time for webpages served on mobile devices by removing non-essential style elements and third-party JS, using its own library of optimized AMPHTML and AMPJS code, and using a CDN for content delivery.<\/p>\n\n\n\n<div class=\"poptin-embedded\" data-id=\"869476545ba06\"><\/div>\n\n\n\n<p><\/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\/how-to-implement-header-bidding-on-amp\/#The_Limitations_of_AMP\" >The Limitations of AMP<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-implement-header-bidding-on-amp\/#So_Does_Header_Bidding_Work_on_AMP\" >So, Does Header Bidding Work on AMP?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-implement-header-bidding-on-amp\/#Header_Bidding_with_Real-Time_Config_RTC\" >Header Bidding with Real-Time Config (RTC)<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-implement-header-bidding-on-amp\/#Wrapper-based_Header_Bidding\" >Wrapper-based Header Bidding<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-implement-header-bidding-on-amp\/#Wrapper_or_RTC\" >Wrapper or RTC?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-implement-header-bidding-on-amp\/#AdPushups_Header_Bidding_Solution\" >AdPushup\u2019s Header Bidding Solution<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-the-limitations-of-amp\"><span class=\"ez-toc-section\" id=\"The_Limitations_of_AMP\"><\/span>The Limitations of AMP<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>While this increase in page load speed is great, it comes with a tradeoff. AMP removes most analytics tracking and ad serving scripts, making it harder for publishers to track their audience and monetize them effectively. This made a lot of early adopters <a href=\"https:\/\/www.adpushup.com\/blog\/safely-disable-amp\/\" target=\"_blank\" rel=\"noreferrer noopener\">remove AMP from their websites<\/a>.<\/p>\n\n\n\n<p>Meanwhile, Google has tried to drive improvements in AMP to address these concerns, including the <a href=\"https:\/\/support.google.com\/admanager\/answer\/7679674?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Fast Fetch rendering<\/a> feature, in which ads on AMP pages are fetched asynchronously, and only render when they are likely to be viewed by users.<\/p>\n\n\n\n<h2 id=\"h-so-does-header-bidding-work-on-amp\"><span class=\"ez-toc-section\" id=\"So_Does_Header_Bidding_Work_on_AMP\"><\/span>So, Does Header Bidding Work on AMP?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Improvements like Fast Fetch have helped publishers with monetizing their AMP-enabled webpages. One thing that many still struggle with is setting up header bidding on AMP.<\/p>\n\n\n\n<p>Let\u2019s clear the air about that\u2014yes, it is possible to setup <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/a-simpler-guide-to-header-bidding-technology\/\" target=\"_blank\">header bidding<\/a> on <a href=\"https:\/\/www.adpushup.com\/amp-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">AMP pages<\/a>. And there are more than one way to go about it. <\/p>\n\n\n\n<p>Want to know more about AMP ads? <a href=\"https:\/\/campaign.adpushup.com\/amp-ads\" target=\"_blank\" rel=\"noreferrer noopener\">Click here.<\/a><\/p>\n\n\n\n<p>For those who don\u2019t know, <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">header bidding<\/a> is an auction system that allows multiple demand partners to simultaneously bid on impressions, this drives up bid competition and for some publishers, delivers up to 70% uplift in ad revenues.<\/p>\n\n\n\n<h2 id=\"h-header-bidding-with-real-time-config-rtc\"><span class=\"ez-toc-section\" id=\"Header_Bidding_with_Real-Time_Config_RTC\"><\/span>Header Bidding with Real-Time Config (RTC)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>RTC is a feature of Fast Fetch, released by the AMP team in 2018 as an alternative to traditional <a href=\"https:\/\/www.adpushup.com\/header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">header bidding<\/a> for AMP-enabled pages.<\/p>\n\n\n\n<p>RTC allows publishers to connect 5 demand partners and has a maximum timeout of 1 second. Once the timeout expires, RTC analyzes the collected bids and makes a request to the ad server for displaying the winning creative.<\/p>\n\n\n\n<p>Want to know more about Header Bidding? <a href=\"https:\/\/campaign.adpushup.com\/header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Click here<\/a><\/p>\n\n\n\n<p>Setting up RTC is relatively straightforward and publishers can define the vendors they want to work with using a few lines of code:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>&lt;amp-ad width=\"320\" height=\"50\"\n type=\"network-foo\"\ndata-slot=\"\/1234\/5678\"\n rtc-config='{\n\"vendors\": {\n\"vendorA\": {\"SLOT_ID\": \"1\"},\n },\n  \"urls\": &#91;\n\"https:\/\/www.AmpPublisher.biz\/targetingA\",\n{\"url\": \"https:\/\/www.AmpPublisher.biz\/targetingB\",\n\"errorReportingUrl\": \"https:\/\/www.AmpPublisher.biz?e=ERROR_TYPE&amp;h=HREF\"}\n ],\n    \"timeoutMillis\": 750}'&gt;\n&lt;\/amp-ad&gt;<\/code><\/pre>\n\n\n\n<p>Since RTC is a native AMP feature, there are fewer chances of errors and therefore little or no debugging involved. The downside is that the publisher cannot have more than 5 demand partners, and while the timeout can be configured to be lower than 1 second, it cannot exceed it.<\/p>\n\n\n\n<p>Apart from that, you also have to forego the analytics and reporting data that is typically standard with most <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/\" target=\"_blank\">header bidding wrappers<\/a> these days. All things considered, RTC is a good solution for publishers who want to implement header bidding on AMP pages quickly and don\u2019t have too many requirements or need for customization.<\/p>\n\n\n\n<p>As of now, the following vendors support the RTC protocol.<\/p>\n\n\n\n<ul><li>AppNexus<\/li><li>APS<\/li><li>Criteo<\/li><li>IndexExchange<\/li><li>Lotame<\/li><li>Media.net<\/li><li>PubMatic OpenWrap<\/li><li>Purch<\/li><li>Rubicon<\/li><li>Salesforce<\/li><li>Yieldbot<\/li><\/ul>\n\n\n\n<h2 id=\"h-wrapper-based-header-bidding\"><span class=\"ez-toc-section\" id=\"Wrapper-based_Header_Bidding\"><\/span>Wrapper-based Header Bidding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The second way is to work with a vendor who provides a header bidding wrapper with AMP support. Given the nature of AMP, only wrappers with server-to-server integration work well, and client-side implementations will have a higher chance of being blocked by AMP during runtime. <\/p>\n\n\n\n<p>Wrapper-based header bidding gets around the 5 demand partner limitation by routing bids through a single RTC slot. This means that you can add as many demand partners as you want. But that\u2019s not the only advantage of using a wrapper-based solution.<\/p>\n\n\n\n<p>With RTC and its single tag approach, publishers will need a developer to make updates each time they want to add\/remove a demand partner, in contrast, a good wrapper will let publishers make these changes from a user-friendly panel. Wrappers will also provide publishers with reporting and analytics data, something for which RTC has no support at this time.<\/p>\n\n\n\n<p><strong>Also see this short video to know why you should think about <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/adpushup-insider-the-case-against-ad-refresh-and-how-we-resolved-it\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/adpushup-insider-the-case-against-ad-refresh-and-how-we-resolved-it\/\" target=\"_blank\">smart refresh<\/a> and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/bid-caching\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/bid-caching\/\" target=\"_blank\">bid caching<\/a> while choosing a header bidding wrapper: <\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-wistia-inc wp-block-embed-wistia-inc\"><div class=\"wp-block-embed__wrapper\">\n<script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_864v32j0lf dnt=1 videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img src=\"https:\/\/fast.wistia.com\/embed\/medias\/864v32j0lf\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div>\n<\/div><\/figure>\n\n\n\n<h2 id=\"h-wrapper-or-rtc\"><span class=\"ez-toc-section\" id=\"Wrapper_or_RTC\"><\/span>Wrapper or RTC?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>When AMP was launched, most publishers didn\u2019t even know how to run standard display ads on AMP-enabled pages. So the fact that we now have more than one option for implementing header bidding is a sign that the platform is evolving to meet publisher needs. Choosing between RTC and wrapper-based header bidding for your AMP pages depends on your needs.<\/p>\n\n\n\n<p>Do you want a quick solution but don\u2019t really mind if it comes with limitations and lack of features? <a href=\"https:\/\/github.com\/ampproject\/amphtml\/blob\/master\/extensions\/amp-a4a\/rtc-publisher-implementation-guide.md\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Go with Real-Time Config (opens in a new tab)\">Go with Real-Time Config<\/a>.<\/p>\n\n\n\n<p>On the other hand, if you have a large inventory, need to work with more than 5 demand partners, and beyond setup\u2014easy management is a priority for you, then you should probably consider a <a rel=\"noreferrer noopener\" aria-label=\"wrapped-based header bidding solution (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/header-bidding\/\" target=\"_blank\">wrapped-based header bidding solution<\/a> with S2S integration.<\/p>\n\n\n\n<p><strong>Also read: <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/\" target=\"_blank\">The Right Way to Monetize AMP Inventory<\/a><\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-large-font-size\"><strong>The AdPushup Edge<\/strong><\/p>\n\n\n\n<p>AdPushup\u2019s AMP Ads are designed to shoot up publisher revenue and enhance user experience.<\/p>\n\n\n\n<p>The benefits offered by our AMP Ads include:<\/p>\n\n\n\n<ul id=\"block-5f6492fd-680d-4eb5-8fe4-d5275abf44b1\"><li><strong>Potential for increasing revenue:<\/strong> AdPushup\u2019s AMP Ads support server-side header bidding contributing up to 5-25% of a website\u2019s revenue. They are also able to tap into EBDA and AdX demand contributing to up to 30% demand. AdPushup\u2019s AMP ads also support sticky ads, resulting in greater revenue opportunities<\/li><li><strong>Easy implementation:<\/strong> AMP tags can be created from the AdPushup dashboard &gt;&gt; AMP Ads app section<\/li><li><strong>More Reliable:<\/strong> As an AMP-approved RTC vendor, AdPushup brings greater reliability, resulting in stronger credibility and customer relationships<\/li><li><strong>Simplified management and multi-dimensional visuals:<\/strong> Performance reports can now be seen via reports by channels (s2s), ad unit formats, and by ad units<\/li><\/ul>\n\n\n\n<p>Find out more about how AdPushup\u2019s AMP offering improves publisher revenue.<\/p>\n\n\n\n<h2 id=\"h-adpushup-s-header-bidding-solution\"><span class=\"ez-toc-section\" id=\"AdPushups_Header_Bidding_Solution\"><\/span>AdPushup\u2019s Header Bidding Solution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Merely deploying header bidding in your ad stack isn\u2019t enough. Consistently optimizing it with technical improvements is the need of the hour. This is what AdPushup\u2019s header bidding solution does. Through our multiple optimization features using data science and machine learning, we help publishers maximize their yield.&nbsp;<\/p>\n\n\n\n<p>With our header bidding solution, you get:&nbsp;<\/p>\n\n\n\n<ul><li>Automatic demand partner selection according to optimum requirements<\/li><li>Smart timeout management<\/li><li>Freedom to bring your own demand<\/li><li>Bid monitoring and discrepancy resolution&nbsp;<\/li><\/ul>\n\n\n\n<p>Read more about our product capability: <a href=\"https:\/\/www.adpushup.com\/header-bidding\/\">Header Bidding<\/a><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>According to AMP dev blog, over 25 million websites around the world are using Google\u2019s Accelerated Mobile Pages (AMP) to speed up their webpages on the mobile web. AMP drastically reduces page load time for webpages served on mobile devices by removing non-essential style elements and third-party JS, using its own library of optimized AMPHTML<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":12492,"comment_status":"open","ping_status":"closed","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":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6451,6442],"tags":[6421],"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>How to Implement Header Bidding on AMP | Wrapper vs. RTC<\/title>\n<meta name=\"description\" content=\"There are more than one ways to implement header bidding on AMP, you can choose a wrapper-based solution or AMP&#039;s RTC, learn the difference between the two.\" \/>\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\/how-to-implement-header-bidding-on-amp\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"How to Implement Header Bidding on AMP | Wrapper vs. RTC\" \/>\n<meta name=\"twitter:description\" content=\"There are more than one ways to implement header bidding on AMP, you can choose a wrapper-based solution or AMP&#039;s RTC, learn the difference between the two.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/06\/mobile-optimization-digital-marketing-best-practices-illustration-vector-id1145301096-2.jpg\" \/>\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; 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