WURFL Prebid.js

Elevate Your Prebid.js Header Bidding with Advanced Device Detection

Precision and personalization are essential in the dynamic world of programmatic advertising. Leveraging device detection within Prebid.js campaigns can significantly enhance targeting capabilities, delivering more effective and efficient audience experiences. With ScientiaMobile’s WurflRTD provider, you can unlock the power of mobile device intelligence and take your advertising strategy to the next level.

Enable WurflRTD for your publishers

Why use device detection for header bidding?

Why Device Detection Matters	Understanding the specifics of the devices accessing internet content is crucial for tailoring ads. Device detection technology maps HTTP requests to a device profile in real time, empowering brands with more granular insights. This includes everything from the form factor and model to specific device features. WURFL will identify any mobile device, including iPhone and iPad models, that is notoriously hard to detect—data that puts more power in the hands of brands and ad agencies.
How It Works	Integrating WurflRTD into publishers’ Prebid.js setup is straightforward. By enhancing client-side header bidding in users' browsers, WurflRTD automatically handles UA Client Hints, ensuring accurate detection of device models, including specific iPhone models. The result? Bid requests are augmented with richer client data, enabling advertisers to target their campaigns with new dimensions. Participating Demand Partners will receive the set of WURFL capabilities that they have licensed from ScientiaMobile. Detection data is optimized through caching mechanisms to minimize repeated calls. As an added bonus, WurflRTD’s backend does not collect personal user information, which may relieve DPOs.
Join the Leaders in Ad Tech	With over twenty years of adoption history in Ad Tech, WURFL has evolved to meet the demands of modern advertising environments. Upgrade Prebid.js auctions today with precise device intelligence. Enhance your targeting, optimize ad delivery, and get better results.
Header Bidding Explained	Header bidding is an innovation in programmatic advertising, transforming how publishers control their ad inventory. We understand that the traditional "waterfall" auction system often left revenue on the table due to its sequential and hierarchical bidding process. With header bidding, multiple SSPs and advertisers are given an equal chance to place their bids in real-time, leading to more competitive pricing and increased revenue for publishers. The process occurs in the webpage, leveling the playing field and maximizing ad yield potentials. This direct competition boosts publisher earnings and enhances transparency and fairness across the entire ad ecosystem. WURFL's device detection enhances Prebid.js header bidding by ensuring precise targeting for more laser-focused audience identification, leading to personalized ad experiences that benefit advertisers and users. Embrace header bidding with WURFL to unlock the full potential of your ad inventory.

Product Summary

Why Device Detection Matters	Understanding the specifics of the devices accessing internet content is crucial for tailoring ads. Device detection technology maps HTTP requests to a device profile in real time, empowering brands with more granular insights. This includes everything from the form factor and model to specific device features. WURFL will identify any mobile device, including iPhone and iPad models, that is notoriously hard to detect—data that puts more power in the hands of brands and ad agencies.
How It Works	Integrating WurflRTD into publishers’ Prebid.js setup is straightforward. By enhancing client-side header bidding in users' browsers, WurflRTD automatically handles UA Client Hints, ensuring accurate detection of device models, including specific iPhone models. The result? Bid requests are augmented with richer client data, enabling advertisers to target their campaigns with new dimensions. Participating Demand Partners will receive the set of WURFL capabilities that they have licensed from ScientiaMobile. Detection data is optimized through caching mechanisms to minimize repeated calls. As an added bonus, WurflRTD’s backend does not collect personal user information, which may relieve DPOs.
Join the Leaders in Ad Tech	With over twenty years of adoption history in Ad Tech, WURFL has evolved to meet the demands of modern advertising environments. Upgrade Prebid.js auctions today with precise device intelligence. Enhance your targeting, optimize ad delivery, and get better results.
Header Bidding Explained	Header bidding is an innovation in programmatic advertising, transforming how publishers control their ad inventory. We understand that the traditional "waterfall" auction system often left revenue on the table due to its sequential and hierarchical bidding process. With header bidding, multiple SSPs and advertisers are given an equal chance to place their bids in real-time, leading to more competitive pricing and increased revenue for publishers. The process occurs in the webpage, leveling the playing field and maximizing ad yield potentials. This direct competition boosts publisher earnings and enhances transparency and fairness across the entire ad ecosystem. WURFL's device detection enhances Prebid.js header bidding by ensuring precise targeting for more laser-focused audience identification, leading to personalized ad experiences that benefit advertisers and users. Embrace header bidding with WURFL to unlock the full potential of your ad inventory.

Enhanced Targeting with WurflRTD
ScientiaMobile’s WurflRTD provider allows SSPs (Supply-Side Platforms) and DSPs (Demand-Side Platforms) to augment Prebid.js with advanced device detection in just a few lines of code—to be added by publishers within their existing header bidding layer. Here’s how it transforms advertising campaigns:
- Device-Specific Targeting: Tailor ads to specific devices for higher engagement.
- Operating System Targeting: Deliver content optimized for the user’s OS.
- Ad Content Optimization: Adjust creatives based on the device’s capabilities.
- Performance Tracking and Analytics: Gain insights into how different devices engage with ads.
- Infrastructure Optimization: Streamline server resources with cached detection data.
Prebid.js seamlessly supports various ad formats, such as display, video, and native, while streamlining the header bidding process. Whether your needs are simple or complex, Prebid.js is engineered to adapt and enhance efficiency. A standout feature of Prebid.js is its ability to minimize latency—a critical factor for publishers concerned about header bidding delays. Latency can hinder performance, causing delays between bid requests and responses.

Prebid.js addresses this head-on by initiating simultaneous calls to eligible bidders, all within a predefined timeout. Any bids not returned in the set timeframe are excluded from the auction, effectively reducing page load times and elevating the user experience. This smarter bidding
mechanism ensures that your ad strategy remains agile and efficient.
What is Prebid.js?

Prebid.js is an open-source project designed to streamline the process of header bidding in programmatic advertising. As the cornerstone of many advanced ad tech stacks, publishers can integrate multiple demand sources into their websites. This process optimizes ad revenues by enabling real-time, competitive bidding from various ad exchanges and networks before the primary ad server makes its selection. Prebid.js supports a wide range of auction configurations and provides a robust framework to implement custom bidding strategies tailored to specific publisher needs. It champions transparency and efficiency, giving publishers greater control over the execution of bids and maximizing revenue.

Prebid.js seamlessly supports various ad formats, such as display, video, and native, while streamlining the header bidding process. Whether your needs are simple or complex, Prebid.js is engineered to adapt and enhance efficiency. A standout feature of Prebid.js is its ability to minimize latency—a critical factor for publishers concerned about header bidding delays. Latency can hinder performance, causing delays between bid requests and responses.

Prebid.js addresses this head-on by initiating simultaneous calls to eligible bidders, all within a predefined timeout. Any bids not returned in the set timeframe are excluded from the auction, effectively reducing page load times and elevating the user experience. This smarter bidding
mechanism ensures that your ad strategy remains agile and efficient.
What is Header Bidding vs. Prebid.js?

Header bidding and Prebid.js are often used interchangeably, but the two have some key differences. Header bidding refers to the process of allowing multiple demand sources to bid on ad inventory simultaneously, increasing competition and potentially resulting in higher ad prices for publishers.

Prebid.js, on the other hand, is a specific tool or library to facilitate header bidding. It provides a standardized framework for integrating multiple demand sources into a website’s header, simplifying the process for publishers.

While header bidding can be implemented without using Prebid.js, it offers many advantages, such as customizable auction configurations and efficient latency management. With advanced device detection through WurflRTD now available for Prebid.js, you can enhance your Prebid.js campaigns with even more targeted and optimized ad delivery. By incorporating advanced device detection with WurflRTD, publishers can further enhance their targeting strategies and drive better performance from their advertising efforts.

So don’t miss out on this opportunity to stay ahead of the curve in Ad Tech—upgrade your Prebid.js header bidding today!
What is Header Bidding?

Header bidding is a technique in programmatic advertising that empowers publishers to increase revenue by allowing equal access to multiple demand sources. Instead of operating on a “waterfall” approach, where advertisers are prioritized based on a predefined hierarchy, header bidding enables all advertisers to bid simultaneously for available ad space, creating a more competitive landscape. This real-time bidding process usually takes place in the header of a webpage, hence the name “header bidding.” By integrating this method, publishers can maximize their ad yields by ensuring that the highest and best bids are evaluated before the ad server decides which ad to display. As a result, header bidding enhances transparency and efficiency, often leading to higher CPMs and better fill rates for publishers.