Bidders

Last edited: 2025/03/20

Bidders are 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 a 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.

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, you can use Bid CPM Adjustment. This feature adjusts the gross bid value based on the SSP's margin, ensuring bids compete on their net value.

For example, if your contract includes a 10% charge, you can adjust your bid accordingly. If another Bidder has a 5% charge but places the same bid amount, their bid will win the auction since it is adjusted by a lower percentage.


Read more: Bid adjustments
4. Select <Priority> of this particular bidder. By default it is <Primary>. Mark that this setting can be further customized for specific Domains.

The "Priority" 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.

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" 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, you can use Bid CPM Adjustment. This feature adjusts the gross bid value based on the SSP's margin, ensuring bids compete on their net value.

For example, if your contract includes a 10% charge, you can adjust your bid accordingly. If another Bidder has a 5% charge but places the same bid amount, their bid will win the auction since it is adjusted by a lower percentage.


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

The "Priority" 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.

Can I add multiple accounts of the same bidder?

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.

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.

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.

Client Side vs Server-to-Server vs Hybrid Bidder connection

If a Bidder’s adapter supports Prebid Server, you can enable that Bidder in Server-to-Server (S2S) mode.

If you enable the Bidder in both Client-Side and S2S modes at the same time, it will operate in Hybrid mode - meaning bid requests will be sent both from the user’s browser and from Yieldbird’s Prebid Server.

Advanced configuration: setting Bidder Config

Some Bidders may require you to set Bidder Config. To do that you shall use custom code.

Example: Setting bidderURL parameter for RTB Stack Bidder Adapter

Copy

// Code to ensure that nothing gets overwritten.

window.ybConfiguration = window.ybConfiguration || {};
window.ybConfiguration.products = window.ybConfiguration.products || {};
window.ybConfiguration.products.prebidStackConfiguration = window.ybConfiguration.products.prebidStackConfiguration || {}; 

// Actual configuration code.

window.ybConfiguration.products.prebidStackConfiguration.bidderConfigs = [
  {
    bidders: ['rtbstack'],
    config: {
      bidderURL: 'https://publisher.rtb-stack.com/prebid?client=publisher_endpoint_params'
    }
  }
]

Attention: Remember that the Custom Code snippet must be added on each Domain where the Bidder requiring Bidder Config is enabled.

On this page:

• Bidders
• Adding a Bidder account
• For Own account type:
• For Yieldbird account type:
• For Third party provider account type:
• Can I add multiple accounts of the same bidder?
• Adding Bid Params to the setup
• Adding Bid Params through bulk management - recommended method
• Adding Bid Params on an ad unit level
• Client Side vs Server-to-Server vs Hybrid Bidder connection
• Advanced configuration: setting Bidder Config