Bidders

Last edited: 2025/03/20

Bidders are SSPs that participate in Prebid Auctions on your inventory.

You can use:

1. 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

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.

   <aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" /> Read more: Bid adjustments

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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.

   <aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" /> Read more: Bidders’ priority

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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

   <aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" /> Read more: Non-consent traffic monetization

   </aside>

6. Click ‘Save’ - you will be redirected to the overview table of all Bidders.

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>.
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.