Set up Prebid Delivery items in your GAM

Last edited: 2025/03/20

Prebid Stack requires implementation in Google Ad Manager (GAM). This includes creating an Advertiser, Orders, Line Items, and Creatives in your GAM. These must be set up separately for:

• Banner & Outstream Video
• Instream Video
• Native

Alternatively, you can enable Header Bidding Trafficking (requires GAM 360 & supports only selected Bidders).

Why is this needed?

Prebid Stack transmits bid information, including price, to the ad server's tag on the page. This information is then passed to the ad server as query string parameters. The ad server has line items that target these bid parameters. If Prebid Stack is determined to be the winner by the ad server, a signal is returned to Prebid Stack. This signal instructs the library to display the winning creative on the website.

How to do Prebid Stack setup in GAM

The GAM setup differs between GAM360 and GAM Small Business version.

In theory, you can use GAM Small Business type of setup if you have GAM360, but cannot use GAM360 type of setup if you use Small Business version.

Implementation when using GAM 360

1. Enable Header Bidding Trafficking in your GAM. How to do it is explained in Google Ad Manager documentation (link). Alternatively, you can refer to Prebid documentation (link).


Attention: Not all bidders are supported in Header Bidding Trafficking. Before you proceed with this type of implementation, please verify if all the Bidders you want to implement are currently supported. The list is available here.

If not all Bidders you want to use are available with Header Bidding Trafficking, please follow the implementation explained for GAM Small Business and create Orders/Line items for implementation.

2. The necessary key values will be implemented by Yieldbird (you don’t have to take any actions).

Implementation when using GAM Small Business

GAM Small Business does not support Header Bidding Trafficking, hence the setup has to be done in a “classic way” - by creating Advertiser, Orders and Line items.

To do it, we created a script that does that automatically. It can be triggered wither by you, or you can ask Yieldbird to do that on your behalf.

The process that we execute is basically a full automation of what is explained in the Prebid documentation. For more information please refer to Prebid’s step by step guide to GAM setup.

Publisher setting up Prebid in GAM independently

1. Go to: Your profile in the top right corner > Workspace: Connection to GAM > ‘Connect’
2. Select the account that is to be used in setting up Prebid Stack in your GAM and allow yieldbird.com to access this Google Account This account needs to have all the permissions connected with viewing and editing: Advertisers, Orders, Line items, Creatives.

In the process of setting up Prebid Stack in your GAM Yieldbird Platform will use the login token of this account to perform the actions explained in this documentation. We do not permanently store any login information associated with this account.
3. The New connection menu will appear:
1. Network code (contains the list of GAM accounts that the account you used in step 2 has access to): select the GAM account that you want to connect to (where you want to create Prebid Stack Orders, Line items, advertiser… )
2. Optionally:
1. add template ID for Banner & outstream video
2. add Instream and customize if needed the parameters associated with Instream video
3. add Native and template ID for Native Creatives

Google Ad Manager documentation on Creative templates: link
4. Click ‘Run’ and wait for the process to finish

This procedure can last up to one hour. During setup of the connection do not make any changes to your GAM and make sure you did not reach the account limits for line items, orders, and key values.
5. Done! ✅

Yieldbird setting up Prebid Stack in GAM on Publisher’s behalf

In order for Yieldbird to be able to handle the connection for you, you have to update the permissions given to the GAM user: benchmarks@yieldbird.com and grant it admin role. The admin permission can be revoked and the user can return to the regular permissions, necessary for functioning of other products.

See the article GAM user: benchmarks@yieldbird.com for more information.

What exactly is created in your GAM?

The process that we execute is basically a full automation of what is explained in the Prebid documentation. For more information please refer to Prebid’s step by step guide to GAM setup.

Creating an Advertiser

Firstly, we create an advertiser, because all line items and creatives must be associated with an advertiser. An advertiser named “QuickWrap” is created to associate the necessary elements with it.

Creating Prebid Orders

Due to the limit of 450 line items per order the script creates 6 orders in total (2079 line items in total are necessary).

When it comes to Start and End date, you typically do not include an end date in your line items. That’s why our bot sets the End date to “Unlimited” in GAM, and the Start date is set to begin immediately.

Creating Prebid Line items

Line items must cover all yb_hb_pb values (2079). One line item per one yb_hb_pb value.

• Line item priority - because header bidding partners return prices, set the line item type to price priority to enable them to compete on price
• Line item creative placeholders - all sizes you are using on your websites
• Rate - same as yb_hb_pb values
• Line item currency - the same as specified in Prebid Stack
• Set display creatives to one or more since we’ll have one or more creatives attached to this line item

Adding Creatives to Line items

All Line Items will be linked to the appropriate general Prebid creatives.

On this page:

• Set up Prebid Delivery items in your GAM
• Why is this needed?
• How to do Prebid Stack setup in GAM
• Implementation when using GAM 360
• Implementation when using GAM Small Business
• Publisher setting up Prebid in GAM independently
• Yieldbird setting up Prebid Stack in GAM on Publisher’s behalf
• What exactly is created in your GAM?