Thought Leadership

How Demand Manager Helps Improve Header Bidding Outcomes

May 28, 2020
By Ashlee Roenigk & Philip Meyer

With more digital ad budgets moving through programmatic pipes, Prebid is the dominant header bidding tech with 95 percent of publishers using Prebid.js for header bidding implementation. Demand Manager has created new opportunities for publishers over the last six months, making Prebid better with more controls and analytics. With an aim to always be innovating, Rubicon Project is about to make Prebid work even better for our clients with new Demand Manager features.

Demand Manager Improves Prebid Performance is a central hub for publisher monetization and the Prebid wrapper, the last mile between demand and supply. Over the last year, we’ve seen publishers use Demand Manager’s controls and analytics to improve header bidding performance while reducing the burden of development. 

This comes as no surprise. Demand Manager enables publishers to unlock the full power of Prebid to monetize new formats, deal types, and environments. Accessible controls and analytics allow publishers to tinker, test, and optimize their “pipes” so that fewer bids are lost and more impressions are delivered.  With Demand Manager, we are also able to deliver reliable, predictable results for deals, which now includes Programmatic Guaranteed

Demand Manager has already made a real difference for publishers by pairing quality analytics with accessible, extensive wrapper controls. Over the past several months, we’ve worked hands-on with publishers to learn what more they need to make their header bidding wrappers as valuable as possible.


One wrapper does not suit all pages. Users may spend, on average, just a few seconds on a landing page but several minutes on an article page. These different pages require different advertising experiences and different wrapper configurations. To address this need, we are adding features to Demand Manager that allow publishers to move away from one-size-fits-all configurations and toward an approach that tailors the wrapper to every page and every user. 

One example of this is selecting the most valuable demand partners for each geographic region, differentiating pricing, and attracting more lucrative PMP and Programmatic Guaranteed deals. Our upcoming features will help grow the pie by allowing publishers to tailor their set of bidders based on a wide range of attributes: the user’s location, their device type, the page type, and the inventory type.


Some wrapper settings depend on forces that are just too complex or too dynamic to be tailored manually. Bidder timeout is a great example: page type, bidder selection, user geographic location, and even time of day influence the equation. For that reason, we are developing tools that will allow certain wrapper configurations to be set up in real-time using machine learning. Our first release of this sort is Intelligent Price Floors. Intelligent Price Floors will dynamically set price floors based on a large data pool that predicts the expected value of the impression.


Powerful features are valuable only if they are usable and accessible. We maintain a commitment to building software that gives full control to the publisher monetization team without the need for a full-time engineer. Over the next year we will add new features for bulk editing and management of wrapper configurations and enhance our ad server line item generator.

We’ll also help reduce waste by enabling dozens of small adjustments that add up: collectively, they’ll minimize discrepancies, optimize timeouts, fine-tune price granularity, speed up auction processing, and more. Our tools will allow publishers to test, measure, and iterate rapidly. 

All of these capabilities will be further elevated by our expertise in the programmatic market, our extensive knowledge of both sides of the programmatic supply chain, and our time-tested experience delivering these services for all of our publishers. 

To learn more about Demand Manager, email us:

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