Implementing Outstream Video Ads with Prebid.js—No Ad Server Needed
Video advertising is a major revenue stream for publishers, but many teams hesitate to venture beyond standard display units due to integration and tech overhead. Outstream video—video ads shown within content, outside a dedicated video player—offers a way to tap into video budgets without the heavy lift of custom players or a video ad server.
This guide explores how publishers can implement outstream video ads using Prebid.js alone. We’ll explain the workflow, highlight technical considerations, and outline practical steps for deployment, with an eye towards maximizing yield and operational efficiency.
Understanding Outstream Video and Its Benefits
Outstream video ads are video placements that appear in non-video environments—think of an ad within a news article or between paragraphs of blog content. Unlike instream ads requiring video content, outstream ads only need a placement, making them appealing to publishers lacking video inventory or infrastructure.
Why Choose Outstream?
– Allows monetization of content pages without building a video player
– Attracts video-specific demand without video content
– Generally offers higher CPMs compared to display ads
– Improves inventory utilization by using standard web placements
Prebid.js as an Outstream Video Solution—No Ad Server Required
Prebid.js provides a flexible way to serve programmatic video without an ad server, leveraging its modular architecture and renderer technology. With the right configuration, Prebid can handle the entire outstream auction and delivery process directly in the browser.
How the Workflow Looks in Practice
1. Define an ad slot on your page (e.g., a
2. Configure an ad unit in Prebid.js specifying ‘outstream’ as the video context, with video sizes, formats, and protocols.
3. Attach one or more video-enabled bidders with their respective parameters.
4. Specify a ‘renderer,’ a JavaScript utility responsible for playing the winning ad.
5. Launch the bid request via Prebid.js. On auction completion, call the renderer to display the video inside the slot.
No ad server (like Google Ad Manager) is needed—Prebid.js orchestrates the entire process client-side.
Technical Considerations: Setup Example and Key Configurations
Implementing outstream video has its nuances. You must define the Prebid ad unit appropriately and ensure a renderer is specified—or risk having no way to actually show the video ad once won.
Sample Configuration Breakdown
For a basic production setup:
– Use a unique ‘code’ for each placement (e.g., ‘ad-unit-1’).
– In the ad unit, set ‘mediaTypes.video.context’ to ‘outstream’.
– Specify playerSize, supported mimes (e.g., mp4, webm), video protocols, and API versions.
– Define eligible bidders and pass necessary parameters as supplied by your SSP or exchange.
– Implement a ‘renderer’ property—this is crucial and distinguishes outstream from display (or even instream) implementations. Renderers, often served via a CDN, receive the winning bid and display the creative inside your placement.
Example real-world challenge:
If you neglect to configure a renderer or pass the wrong ad parameters, you might see blank spaces or errors instead of ads. Pre-testing with well-documented bidder adapters and renderers is essential.
Common Pitfalls and Publisher-Focused Best Practices
Even experienced ad ops teams can hit snags deploying outstream. Avoidable mistakes can depress fill rates or lead to poor user experiences.
Mistakes to Watch For
– Omitting the renderer configuration or using an incompatible version
– Adding unnecessary bidder adapters, cluttering the page and increasing latency
– Forgetting player size or using unusual, unsupported aspect ratios
– Not passing supported video formats (e.g., only including mp4 when some buyers require webm)
– Running test builds in production, which can break audits and load times
– Ignoring preview/testing—always QA with real demand sources before going live
Best Practices:
– Always build Prebid.js with only the adapters and modules your setup requires to optimize performance
– Use production-ready renderers from reputable sources or partners
– Document your renderer and video configurations to facilitate troubleshooting
– Collaborate with demand partners to confirm compliance pre-launch
What this means for publishers
Integrating outstream video with Prebid.js—no ad server required—offers publishers new monetization channels without steep technical overhead. This approach puts more control in your hands, letting you choose the inventory, partners, and user experiences without dependence on traditional ad servers or complex video CMS setups. It can also speed up operations, cut vendor fees, and simplify troubleshooting by having everything client-side.
Practical takeaway
Publishers looking to introduce or optimize video demand can quickly trial outstream using Prebid.js, bypassing typical video infrastructure hurdles. First, collaborate with your SSPs or demand partners to ensure support for outstream and confirm compatible renderer options. Use Prebid’s modular build tools to include only essential bidder adapters and modules for faster load times and easier maintenance.
Before scaling, thoroughly test across browsers and devices. Document your implementation—not just the Prebid config, but also the renderer’s integration and any demand partner requirements. Once stable, monitor fill rates and user impact, iterating as needed. This approach helps you expand video revenue streams with minimal risk and full operational control.
