Publishers love Header Bidding. Content-Driven Advertising displays ads relevant to published content. Content-Driven Header Bidding combines both to display header bidding ads relevant to page content. Here, we describe how to do Content-Driven Header Bidding using Prebid.js.

Publisher

The Adrelevantis bidder adapter has been brought into Google Ad Manager. You can find an example at native-example.html. In this example, the keywords and IAB categories are provided by page designer.

You can also use an AI service to identify the keywords and categories automatically in real time. See examples at https://github.com/ghguo/adrhbexamples.

Supply-Side Platform (SSP)

The bid request is sent to SSPs. The SSPs relay the IAB Categories and keywords along with other request data to DSP Adservers. The DSPs can bid based on the IAB Categories and keywords. The SSPs receive the bids and send them back to the page.

Here is a Content-Driven Supply-Side Platform: https://github.com/ghguo/adrssp.

Demand-Side Platform (DSP)

A DSP adserver needs to enable advertisers to target ads to IAB Categories and keywords. When bid request with IAB Categories and keywords of the published content comes, it matches ads based on the IAB Categories and keywords.

Here is an adserver that provides content target capability: https://github.com/ghguo/revive411.