Implementing Prebid Outstream Video Ads with Google Ad Manager: A Publisher’s Guide
Many publishers want to increase video ad revenue without the editorial burden or resource drain of producing their own video content. Outstream video ads offer a solution by letting publishers display video ads outside traditional video players – for example, within articles or content feeds.
However, integrating outstream video with Prebid.js and Google Ad Manager (GAM) can be complex. Understanding the right configuration and workflow is key to making these units successful, efficient, and profitable.
How Outstream Video Header Bidding Works
Outstream video ads are delivered outside of a video player, commonly appearing within standard content layouts. Unlike instream ads, they enable publishers to monetize placements in articles, sidebars, or other non-video inventory. Header bidding brings Prebid.js into the mix, enabling multiple SSPs to compete for these impressions and maximizing yield.
Header Bidding Flow for Outstream Video
1. Prebid.js initializes and defines your video ad unit, specifying outstream context and parameters like size, supported video types, and playback controls.
2. Prebid.js sends bid requests to configured demand partners (bid adapters) including video-specific parameters.
3. Winning bids are returned to the browser, and targeting data is passed to GAM.
4. GAM then selects the highest-value ad to display in the outstream slot, often leveraging Prebid’s targeting data to ensure the Prebid-won video plays as intended.
Real-World Example: Outstream in an Article
A publisher places a
Required Prebid.js and GAM Configuration
Getting outstream video working with Prebid and GAM requires attention to detail in both the code and ad server setup. Errors here are a common cause of non-delivery or low video fill rates.
Defining Ad Units in Prebid
– Set the mediaTypes.video.context to ‘outstream’ in the ad unit definition.
– Specify player size (e.g., 640×480), accepted video formats, playback method, and whether the ad is skippable.
– Carefully configure bidder parameters (such as placementId) to match what your demand partners require.
Coordinating with Google Ad Manager
– In GAM, create a matching ad slot with the correct div ID and slot name (e.g., ‘/network_id/prebid_outstream_adunit_1’).
– Disable initial load and enable single request mode in GPT to ensure proper bid handling.
– Use Prebid’s setTargetingForGPTAsync to push Prebid targeting to GAM before ad selection occurs.
Common Mistakes and Troubleshooting Tips
Even seasoned ad ops professionals can get tripped up by a missed detail or configuration error. Here are issues to watch for and how to address them:
Mistake: Using Test Builds or Incorrect Placement IDs
– Using a test version of Prebid.js or a generic placementId causes demand partners to reject bids or serve blank ads.
– Always build a custom Prebid.js bundle containing only required adapters.
– Double-check placement IDs for each demand partner in every environment.
Mistake: Incorrect Ad Unit or Slot Definition
– Mismatched div IDs, slot names, or player sizes between Prebid, GAM, and the actual page markup often result in no ad rendering.
– Audit your code and GAM setup for consistency during implementation and any subsequent changes.
Troubleshooting: Video Ads Not Displaying
– Use browser dev tools to inspect network requests for Prebid bids and ad server responses.
– Check console logs for Prebid errors or warnings.
– Validate that targeted line items in GAM are correctly configured to recognize Prebid targeting keys.
What this means for publishers
Outstream video header bidding expands inventory and taps into video CPMs even for non-video-heavy publishers. However, margin for error is small: minor setup misalignments kill revenue and may cause delivery gaps. Proper technical diligence directly impacts your bottom line, and automation via Prebid.js, aligned tightly with GAM, surfaces more competitive video demand without adding operational drag.
Practical takeaway
To make outstream video work with Prebid and GAM, publishers must take a methodical approach: define outstream video settings carefully in Prebid.js, keep configuration details highly consistent across scripts, the ad server, and page markup, and ensure all IDs and slot names match.
Always use a custom Prebid.js build with only necessary adapters and verify all demand partner parameters with your contacts. Monitor logging and reporting from both Prebid and GAM to spot issues early and act before they snowball into larger revenue losses. With careful staging and testing, outstream video can be a low-lift, high-yield addition to your monetization strategy.
