Add Bidders

Last edited: 2024/06/24

Next step is adding Bidders (SSPs) that participate in Prebid Auctions on your inventory. You can use:

1. Own Accounts (Own Bidders). These are the Bidders with whom you have a direct relationship (have signed a contract) and they have whitelisted your domain.

2. Yieldbird account (Yieldbird Bidders). These are Bidders with whom Yieldbird has signed contracts and owns the accounts. You can request to use them.

3. Third party provider’s accounts. These are Bidders with whom neither you nor Yieldbird have a direct relationship, meaning you are using some other third party’s account.

Adding new Bidder account

If you can’t find the Bidder that you want to add on the list, please let us know!

We can add any Bidder Adapter that is currently compatible with Prebid. Simply ask your Customer Success Manager for the Bidder you need, and we will connect it in the next development sprint. Learn more.

See Prebid Bidders List currently available in Prebid.org that can be added.

Please mark that in case you need Yieldbird to provide you with the account, the process will take longer as we will have to sign a contract with the requested Bidder.

In the Old Platform

Adding Own or Third party provider’s Bidder account

1. In Setup > Bidders > Own bidders click Add new. You will be presented with the modal where you need to input the bidder’s information.

2. In the dropdown <Add bidders> Select bidder> select the bidder with whom you want to make a connection.
3. In the column <Bidder name> enter the name of the bidder. This can also be the bidder alias (allowing you to plug several accounts of the same bidders).
4. In <Bid CPM adjustment>, define how to adjust the gross bids (bids received by the bidder) into net values.

Read more: Bid adjustments
5. In the <Bidder SID> enter the bidder’s seller’s ID (only applicable if the Bidder account is “owned” by a third party different than Yieldbird).


The SID can be found in the Bidder’s sellers.json file, located at [bidder's domain]/sellers.json (e.g., https://adform.com/sellers.json or https://criteo.com/sellers.json). It is referred to as seller_id If you have trouble identifying your SID, please contact the Bidder directly for assistance.

6. In the <Relationship> select:
• Direct: if it is your own account
• Ad network: if it’s “owned” by a third party different than Yieldbird).

Read more:
7. In the <Priority> select the Priority of this particular bidder. By default it is <Primary>.

The "Priority" feature in header bidding allows you to rank bidders based on their importance. This helps ensure that more valuable bidders always participate in the auction, while less important ones do so conditionally.

• Primary: When a bidder is set to "Primary," the auction will wait for this bidder to place its bid before moving back to Google Ad Manager (GAM), as long as the Prebid timeout hasn't expired.
• Secondary: When a bidder is set to "Secondary," the auction will proceed to GAM as soon as all "Primary" bidders have placed their bids, even if the Prebid timeout hasn't expired.

This setup ensures that high-priority bidders are always considered in the auction, while lower-priority bidders are included only if time permits.


Read more: Bidders’ priority
8. In the <Consent mode> declare whether the bidder will get bid requests without the full consent of the users. This works only with the European consent framework - TCF.
• Consent: only full consent bids will be sent
• No consent: only no consent bids will be sent
• All: all bids will be sent

Read more: Non-consent traffic monetization
9. On / Off toggle - whether the bidder will be activated on the workspace level.
10. Click save.

Attention: Make sure that these Bidders have already whitelisted your domain. If not, they will simply increase the latency of your domain without providing any bids.

To use the Bidder on your inventory, you must define Bid Params for each ad unit that the Bidder will bid on.

Adding (requesting) Yieldbird Bidder account

1. In Setup > Bidders > Yieldbird Bidders (section below Own Bidders), select a bidder from the list.
2. Click Add and Send request.
3. Now, Yieldbird will begin the process of whitelisting your domains with this particular SSP. The request is valid for all the domains in your workspace at once.

Note that the whitelisting process may take even couple of weeks. It depends on the responsiveness of the SSP. Also, the whitelisting may be denied. We will inform you in case it happens.
4. If the whitelisting process is successful, then Yieldbird will go through the process of adding bid params for our accounts. You will be informed when the process is done and you can use the accounts.

To remove a bidder, simply click on the bin icon next to the bidder you want to remove.

In the New platform

1. Go to Global setup > Prebid > Bidders and click Add new at the top of the table.
2. Decide on the Account Type
• Own means this is your own account with this particular bidder
• Yieldbird’s means you wish to use a Yieldbird account
• Third party provider’s means that it is an account owned by some other entity, which will have to be listed in the schain for this bidder

The next steps on the type of account that you want to add.

For Own account type:

1. Select the Bidder that you want to add from the dropdown.
2. Input Bidder code - by default it is simply the bidder code listed in Prebid documentation. You might want to alter it, in case it is a second account for this bidder in your setup.
3. Input <Bid CPM adjustment>, define how to adjust the gross bids (bids received by the bidder) into net values.

To ensure fair competition between bidders, one can use bid CPM adjustment. This feature allows for adjusting the gross value of a bid by the margin the SSP charges the publisher. For instance, if your contract includes a 10% charge, you can adjust your bid value accordingly to ensure your bid competes on its net value. This means that if another bidder incurs a 5% charge but places the same bid amount as the first SSP, their bid will win the auction because it is only adjusted by 5%.


Read more: Bid adjustments
4. Select <Priority> of this particular bidder. By default it is <Primary>.

The "Priority" feature in header bidding allows you to rank bidders based on their importance. This helps ensure that more valuable bidders always participate in the auction, while less important ones do so conditionally.

• Primary: When a bidder is set to "Primary," the auction will wait for this bidder to place its bid before moving back to Google Ad Manager (GAM), as long as the Prebid timeout hasn't expired.
• Secondary: When a bidder is set to "Secondary," the auction will proceed to GAM as soon as all "Primary" bidders have placed their bids, even if the Prebid timeout hasn't expired.

This setup ensures that high-priority bidders are always considered in the auction, while lower-priority bidders are included only if time permits.


Read more: Bidders’ priority
5. In the <Consent mode> declare whether the bidder will get bid requests without the full consent of the users. This works only with the European consent framework - TCF.
• Consent: only full consent bids will be sent
• No consent: only no consent bids will be sent
• All: all bids will be sent

Read more: Non-consent traffic monetization
6. Click Save - you will be redirected to the overview table of all Bidders.

Attention: Make sure that these Bidders have already whitelisted your domain. If not, they will simply increase the latency of your domain without providing any bids.

To use the Bidder on your inventory, you must define Bid Params for each ad unit that the Bidder will bid on.

For Yieldbird account type:

1. Select the Bidder that you want to add from the dropdown.
2. Since it is Yieldbird’s account Bidder code, Bidder SID, bid CPM adjustment, or consent mode will be managed by Yieldbird.
3. Select <Priority> of this particular bidder. By default it is <Primary>.

The "Priority" feature in header bidding allows you to rank bidders based on their importance. This helps ensure that more valuable bidders always participate in the auction, while less important ones do so conditionally.

• Primary: When a bidder is set to "Primary," the auction will wait for this bidder to place its bid before moving back to Google Ad Manager (GAM), as long as the Prebid timeout hasn't expired.
• Secondary: When a bidder is set to "Secondary," the auction will proceed to GAM as soon as all "Primary" bidders have placed their bids, even if the Prebid timeout hasn't expired.

This setup ensures that high-priority bidders are always considered in the auction, while lower-priority bidders are included only if time permits.

4. Click Send request. This will inform the Yieldbird team that you wish to use our Bidder Account. We will begin the whitelisting process and inform you when the Account is ready to be used.

For Third party provider account type:

1. Select the Bidder that you want to add from the dropdown.
2. Input Bidder code - by default it is simply the bidder code listed in Prebid documentation. You might want to alter it, in case it is a second account for this bidder in your setup.
3. Select the Supply chain node to which this bidder will belong.


Before being able to add a Third party provider’s Bidder Account you must add this provider as a Supply Chain node and provide their Supply Chain parameters.

Read more: Schain - Supply Chain Object Module

4. Input <Bidder SID> - it is required due to the schain configuration for the third party provider account type.
5. Input <Bid CPM adjustment>, define how to adjust the gross bids (bids received by the bidder) into net values.

To ensure fair competition between bidders, one can use bid CPM adjustment. This feature allows for adjusting the gross value of a bid by the margin the SSP charges the publisher. For instance, if your contract includes a 10% charge, you can adjust your bid value accordingly to ensure your bid competes on its net value. This means that if another bidder incurs a 5% charge but places the same bid amount as the first SSP, their bid will win the auction because it is only adjusted by 5%.


Read more: Bid adjustments
6. Select <Priority> of this particular bidder. By default it is set as <Primary>.

The "Priority" feature in header bidding allows you to rank bidders based on their importance. This helps ensure that more valuable bidders always participate in the auction, while less important ones do so conditionally.

• Primary: When a bidder is set to "Primary," the auction will wait for this bidder to place its bid before moving back to Google Ad Manager (GAM), as long as the Prebid timeout hasn't expired.
• Secondary: When a bidder is set to "Secondary," the auction will proceed to GAM as soon as all "Primary" bidders have placed their bids, even if the Prebid timeout hasn't expired.

This setup ensures that high-priority bidders are always considered in the auction, while lower-priority bidders are included only if time permits.

7. Select the <Consent mode>. to declare whether the bidder will get bid requests without the full consent of the users. This deals only with the European consent framework - TCF.
• Consent - only full consent bids will be sent
• No consent - only no consent bids will be sent
• All - all bid will be sent

Read more: Non-consent traffic monetization
8. Click Save - you will be redirected to the overview table of all bidders.

To use the Bidder on your inventory, you must define Bid Params for each ad unit that the Bidder will bid on.

Adding Bid Params to the setup

Bid Params are specific parameters or settings included in a bid request sent to Bidders that are plugged into Prebid Stack. Providing Bid Params is necessary to allow particular Bidders to participate in the Prebid Auctions.

You do have to provide Bid Params only for your own Bidder accounts and Third Party Bidder accounts (if you use them).

If you use Yieldbird Bidder Accounts, Yieldbird is adding Bid Params for you, and you don’t have to take any additional actions.

In the Old Platform

You can add Bid Params in 2 ways:

• Thorough bulk management - recommended method
• By editing Bid Params on an ad unit level

Adding Bid Params through bulk management - recommended method

The easy way to mass-add bid params to multiple ad units is by using bulk management



Read more: Bulk management

Adding Bid Params on an ad unit level

1. Go to Inventory > Ad Units > select specific ad unit
2. In the tab <Own Bidders> decide whether you want to connect the bidder on Client to server (browser), or on Server to server, or both.

Note that some bidders might offer only the client-side connection.
3. Select the desired bidder from a dropdown and click Add bidder.
4. Input the required parameters.

Note that the parameters that are required are the first ones listed. In case there are optional parameters, they will be displayed after clicking “More”.
5. Click Confirm and Save.

In the New Platform

You can add Bid Params in 2 ways:

• Thorough bulk management - recommended method
• By editing Bid Params on an ad unit level

Adding Bid Params through bulk management - recommended method

Bulk management allows you to define the inventory parameters using Excel file instead of Yieldbird Platform UI. It can be a very quick way of adding and configuring your inventory especially when starting using Yieldbird Platform.

Read more: Bulk management

Adding Bid Params on an ad unit level

1. In order to add bid params, go to Global setup > Prebid > Bidders.
2. In the table click for the bidder that you wish the edit parameters for.
3. Go to the tab Bid params & connection. In this tab select the domain for which you wish to configure the params. In the view you can see each ad unit displayed as a separate row. You can input the required and optional params for the bidder on the ad unit level.

When all required params are inputted for a particular ad unit, the toggle for activating the connection (Client Side and Server to Server - if applicable) becomes available.

Can I add multiple accounts of the same Bidder?

In the Old Platform

You can add multiple account of the same bidder. To do that, you will use Bidder aliases. Aliases represent different accounts of the same Supply-Side Platform (SSP), used to call the same SSP in varied contexts. Using aliases can increase demand by leveraging multiple accounts from a single bidder, potentially enhancing revenue from different yield management partners.

How to add aliases of the bidder?

Aliases are optional. You don't need to add an alias if you don't have or want one. Prebid Stack will suggest a default bidder name if no alias is provided.

To add different accounts of the same SSP, create a unique name for each. This distinguishes the demand sources associated with the same SSP in your ad server and reports.

Follow the flow of Add Bidders - Adding Own or Third party provider’s Bidder account.

How to connect aliases to your inventory?

Aliases function like regular bidders. You need to connect them to your ad unit and fill in their parameters. Follow the flow of adding bid params to the bidders Add Bidders - In the Old Platform

In the New Platform

You can add many accounts from the same bidder, by differing the Bidder code. You can simply go through the procedure of adding the bidder and input a different Bidder code than the other bidders from the same adapter.

The bid params will be different for each account of the same bidder.

On this page:

• Add Bidders
• Adding new Bidder account
• In the Old Platform
• Adding Own or Third party provider’s Bidder account
• Adding (requesting) Yieldbird Bidder account
• In the New platform
• For Own account type:
• For Yieldbird account type:
• For Third party provider account type:
• Adding Bid Params to the setup
• In the Old Platform
• In the New Platform
• Adding Bid Params through bulk management - recommended method
• Adding Bid Params on an ad unit level
• Can I add multiple accounts of the same Bidder?
• In the Old Platform
• How to add aliases of the bidder?
• How to connect aliases to your inventory?
• In the New Platform