We’ve got a piece of interesting news to share. At Automatad, we have been constantly updating our technology and products to help publishers monetize better than ever before. Regardless of your CMS and website framework, you should sell your ad impressions at the best possible eCPM.
When Google introduced the AMP framework to speed up the mobile browsing experience for the users, it cleared all the javascript on the page and header bidding along with it. Publishers and header bidding community had to figure out how to run header bidding on AMP pages as the usual method won’t work.
Luckily, based on the continuous suggestions from publishers, AMP eventually allowed publishers to run header bidding via its Real-time Config feature. But this time, publishers couldn’t find who’s actually a reliable vendor to go with (In our industry, reselling and outsourcing aren’t new concepts).
Well, you don’t have to look anywhere else. Automatad is officially an AMP RTC supported vendors.
Source: AMP.dev
Let us brief you a bit about header bidding on AMP pages.
First, to enable header bidding on AMP ads, publishers have to use RTC (real-time config). No custom JS is supported on AMP pages.
RTC, to put it simply, is designed to work on the per ad slot basis. So, RTC callout will be made from the ad slots on the AMP pages. For a more detailed explanation, refer here.
The RTC callout that initiates the header bidding can be made in two ways: One is via custom URL and the other is via vendor specified URL callout. When we were implementing AMP header bidding before, our implementation was based on ‘Custom URL Callout’. That is, we will specify URL pointing to our server (where header bidding happens) in the ad tag.
Example AMP ad unit tag:
As we are RTC supported vendor, we support ‘Vendor Specific URL callout’. A publisher can just add ‘automatad’ in its AMP ad tag to run header bidding via our server. That’s it.
Example AMP Ad unit tag:
Our server URL and macro (tag id) are maintained by AMP in its vendor config file.
How is this a big deal?
Publishers have to manually configure each of the URLs and necessary metadata that ought to be passed to the vendor when a non-RTC vendor is used. When an RTC supported callout vendor (like Automatad) is used, they just have to add the macro defined by RTC vendor in the rtc-config vendor object.
The publisher doesn’t need to change the amp-ad tags across their site if there are any changes in RTC callout vendor URL.
Our AMP header bidding implementation is as good as one can do it. AMP verifies the implementation (server response – targeting parameters or JSON) and basic standards for adding us to its list of supported vendors.
We can monetize your web properties completely – desktop, mobile, AMP, whatever you have. This means you don’t have to work with multiple partners.
