Features in Beta phase might not be available in your network. Watch the release notes for when this feature becomes generally available.
Header bidding trafficking (HBT) supports in-stream video inventory served client-side using the IMA SDK. This feature is on by default for HBT partners who have IMA SDK inventory enabled for header bidding on web and mobile web.
Setup and availability
There is no additional development work; the IMA SDK automatically receives bid values from the Prebid tag. Once enabled, HBT functionality will replace legacy header bidding line items.
Availability is as follows:
| In scope | Out of scope |
|---|---|
| IMA HTML5 client-side SDK | Remaining IMA client-side SDKs, including Android, Cast, iOS, tvOS, and IMA DAI SDKs |
The IMA SDK will collect client-side Prebid signals (including bid request max duration, skippability, and category exclusions). Prebid can support a video ad pod integration with Google Ad Manager. The header bidding trafficking IMA SDK works with both standard and optimized video ad pods. If any required HBT signals are missing, the IMA will revert to the legacy PPLI implementation.
Fees
Ad Manager charges video ad serving fees, in addition to the standard ad serving fees. This update aligns the fee structure with the price priority line items used for IMA traffic.
Protections
Partners who do not want their IMA SDK video inventory run through HBT can opt out by creating an inventory exclusion rule for the "Header bidding" demand source.
Reporting
Report on video IMA SDK activity for header bidding trafficking using the following dimensions:
- Request type: Review the "Video tag" value.
- Demand channel: Review the "Header bidding" value.
- Video SDK version: Review the IMA SDK version that’s running.
