Header bidding trafficking with the Amazon wrapper

Only available in Google Ad Manager 360.

 

With header bidding trafficking (HBT), bids pass directly to Ad Manager via Google Publisher Tags. You can now use HBT with the Amazon wrapper. 

HBT for Amazon uses Google Publisher Tags (GPT) along with a CSV mapping process to integrate Amazon's header bidding demand. Publishers provide two CSV files, one to map bidder codes (optional) and one to map bid prices (required). Using HBT for Amazon eliminates the need for manual line item management, and enables efficient management of Amazon demand alongside other header bidding sources in HBT.

Jump to a section of the article below:

• Set up header bidding trafficking for Amazon demand
• Protections
• Reporting
• FAQ

Set up header bidding trafficking for Amazon demand

Step 1 (Optional): Upload a bidder code mapping

In this optional step, you upload a CSV file containing the mapping between Amazon's bidder codes and the corresponding bidder names. This file follows the format "bidder name, bidder code" (such as "samplebidder, abc123").

Although optional, this step lets you break down the Amazon header bidding traffic using the "Bidder" dimension in reporting. 

1. Sign in to Google Ad Manager.
2. Click Delivery, and then Bidders. 
3. On the "Header Bidding" card, click Go to Amazon Wrapper. 
4. Click Upload bidder codes.
   Tip: To help make sure your file is properly formatted, click Download sample CSV file and review the sample file first.
5. Upload your CSV file of bidder codes.  

Step 2: Upload bid price mapping

In this step, you upload a second CSV file containing the mapping between Amazon's bid price codes and the actual CPM values, excluding currency symbols (such as, "2.50, xyz789"). 

1. Sign in to Google Ad Manager.
2. Click Delivery, and then Bidders. 
3. On the "Header Bidding" card, click Go to Amazon wrapper. 
4. Click Upload bid prices, and then Upload bid prices.
   Tip: To help make sure your file is properly formatted, click Download sample CSV file and review the sample file first.
5. Upload a CSV file of bid prices. 

Step 3: Activate header bidding trafficking for Amazon

After the mapping files are uploaded, the final step is to enable header bidder trafficking for Amazon demand.

1. Sign in to Google Ad Manager.
2. Click Delivery, and then Bidders. 
3. On the "Header Bidding" card, click Go to Amazon wrapper. 
4. Next to "Amazon Header Bidding," turn on the switch .

Protections

You can apply inventory exclusion protections to header bidding trafficking, including Amazon demand. To exclude header bidding trafficking from specific inventory:

1. Sign in to Google Ad Manager.
2. Navigate to Protections, then Protections.
3. Click New protection and then Inventory exclusion. 
4. Under "Settings":
   1. Enter a name for the protection. 
   2. Select a type of inventory to exclude.
   3. Check the box for the "Header bidding" demand source.
5. Under "Exclusion settings," select the inventory you want to exclude.
6. Click Save.

Reporting

You can report on header bidding by wrapper type to compare the outcomes for different HBT demand sources. Note that winning impressions trafficked through HBT will not be reported under price priority line items.

Tip: The bidder name codes are helpful to break down Amazon header bidding trafficking per bidder.

1. Sign in to Google Ad Manager.
2. Click Reporting and then Reports. 
3. Click New report.
4. Add the Demand subchannel dimension to your report. Values include: "Wrapper_Amazon," "Wrapper_Prebid," and "Wrapper_Prebid_Server."
5. Review the results.

FAQ

Can I include unsupported bidders in my setup?

If you get an "Unsupported bidder" notification for a bidder you want to include, please fill out this form to request support for the bidder.