Bid Enrichment

Bid Enrichment adds what Neuwo knows about a page to the bid request before it goes out, so buyers price the page on its subject rather than on its address. The categories travel with the request itself, and nothing about the reader is involved.

Two routes carry it, the Prebid module and Google Ad Manager. Both call the EDGE API and both carry the same four blocks. They are not alternatives either: a publisher running Prebid can switch Ad Manager's signals on as well, and most do. Ad Manager is a destination for the categories rather than a way of collecting them, so it sits on top of something that collects them.

Choose your integration

Neuwo reaches your pages in three ways. Read the one that matches how your inventory is sold today. The third is a destination rather than a source, so it sits on top of whatever puts the categories on the page rather than replacing it, and the second is a different product rather than a way of running this one.

Integration with Prebid

For publishers already running header bidding with Prebid.js.

The Neuwo module is added to your Prebid build and runs before each auction. It asks the Neuwo API what the current page is about, then attaches the IAB content and audience categories to every bid request. Bidders receive them alongside everything else they already get, so they can price the page on its subject rather than on its address.

The work is one configuration block and a Prebid build that includes the module. Your ad units do not change, and nothing new is added to the page itself. Expect to involve whoever maintains your Prebid setup.

Step by step, from asking for your token to checking it worked: Prebid Module. Every parameter and what the module puts into the bid request: Prebid Module Reference.

As part of Neuwo Monetisation Platform

For publishers whose inventory Neuwo sells.

Neuwo serves and monetises the ad units, and places the tag for you. That makes this the shortest route to contextual monetisation: no Prebid build to change, no configuration to write and no parameters to tune, so it does not wait on your development team or on a release cycle. Setup is arranged with Neuwo directly, and what follows is commercial rather than technical: which pages are covered, what runs on them, and what the inventory earns.

It also suits sites that have no header bidding to speak of. Contextual targeting normally arrives through a bidder, which means running an auction stack first. This route does not, so a publisher can be selling on subject without standing that up.

It is not a closed box either. If you target or report in Google Ad Manager, Integration with GAM (Using PPS) can be enabled as part of this route, with Neuwo setting it up rather than your team writing anything.

Worth having to hand before you get in touch: which sites you want covered, how those sites are sold today, and whether you already run header bidding. That last one decides whether Integration with Prebid belongs alongside this one.

What runs on the page, the two kinds of tag and the ads.txt the site needs: Monetisation Platform.

To start, or to ask what it would involve for your setup: contact Neuwo or email adops@neuwo.ai.

Integration with GAM (Using PPS)

For publishers who target and report in Google Ad Manager.

Google Ad Manager 360 accepts Publisher Provided Signals (PPS), categories the page reports about itself, which your line items can then target directly. PPS is a 360 feature and is not on standard Ad Manager, which is worth checking before planning around it.

Switching PPS on does not produce any signals. It decides which of your demand channels Ad Manager may pass signals to; putting the categories on the page is a separate job, and there are three ways to do it:

• Enabled as part of the Neuwo Monetisation Platform. Neuwo sets it up, and there is nothing for your team to write.
• On top of Integration with Prebid. The usual route. The module attaches the categories to every bid request, so they travel with the auction, and a short script hands them to Ad Manager as signals as well.
• From your own code. With no Prebid on the page, a script can call the EDGE API directly and pass the category IDs to Google Publisher Tag, which recognises two taxonomies and Neuwo returns both. It is the route for a page that has no auction to read from, and the caching and filtering the module does are yours to write: From your own code, at ad request time.

No Neuwo token goes into Google Ad Manager on any of the three. Ad Manager never calls Neuwo; it receives category IDs from the page, and the token stays with whatever fetched them.

PPS is the tidiest destination, but it is not the only one. Once the categories are on the page they are ordinary values, and Google Ad Manager handles them as custom targeting:

• Key-value targeting. Set them on the ad request as key-values and target them from a line item like any other key. This is the route when a direct-sold campaign has to run against a named subject.
• Reporting dimensions. A custom key reports as a dimension, so delivery and revenue break down by what the page was about even where nothing targets it yet. Useful for seeing what a topic is worth before you sell on it.

Both use the same categories from the same place. Only the destination inside Google Ad Manager changes, so a publisher can start with reporting, see which subjects perform, and target on them afterwards without going back to the integration.

Every route still needs Ad Manager told to accept the signals, which is a one-off in its own interface and is done by whoever holds the Ad Manager account, step by step: Google Ad Manager (PPS).

Reading the categories back out of Prebid, and the event to listen for: Accessing Neuwo Data Outside Prebid.js.