Google Ad Manager (PPS)

Publisher Provided Signals are the categories a page reports about itself. Google Ad Manager controls which of them it passes on, and to which demand channels, and this page is where that is set. Six steps in the Ad Manager interface, with no code and nothing to write.

Integration with GAM (Using PPS) is one of the two routes that make up Neuwo Bid Enrichment. Switching the signals on is one half of it; the other half is getting Neuwo's categories onto the page in the first place, and that is at the end.

Before you start

Google Ad Manager 360. Publisher Provided Signals is a 360 feature, and Google states it plainly: the screen below is not there on standard Ad Manager. Nothing on this page applies without it.
An account that can change Demand channel settings. The screen sits under Delivery, and saving it takes more than read access.
Neuwo categories reaching your pages, by one of the two routes at the end of this page. The order does not matter: Ad Manager passes on what it is given, and passes on nothing until there is something to give it.

Selecting a screenshot opens it at full size. On a small screen that is the only way to read the interface detail.

Step 1: Open Demand channel settings

Choose Demand channel settings, near the bottom of what unfolds.

The page opens on the Default settings tab, which is the one you want. Override groups is for exceptions to those defaults and is not part of this.

Scroll past Secure signals to Publisher data sharing.

Step 3: Choose a signal type

Publisher data sharing lists several kinds of signal. Two of them are Neuwo's:

Publisher provided signals: IAB Audience Taxonomy
Publisher provided signals: IAB Content Taxonomy

Neuwo returns both, so both rows need doing. The others on that list cover video and audio metadata and first-party identifiers, none of which carry contextual categories, so leave them as they are.

Click one of the two to open it.

Step 4: Turn on your demand channels

Each demand channel has its own switch: Authorized Buyers, Open Bidding, SDK Bidding and Google demand, that last one covering the Open Auction, Private Auction, Preferred Deals and Programmatic Guaranteed. A channel left off never receives the categories, however good they are.

Neuwo recommends turning on every demand channel. The categories describe the page rather than the reader, so there is little reason to withhold them from a buyer you already sell to.

Step 5: Choose what travels with the signal

Under each channel is what may go on the same ad request: Secure signals, Third party identifiers and First party identifiers. Tick the ones that match your setup.

Google demand carries one box the others do not, First party scoped user profiles, and it is the only choice on this screen that is a policy question rather than plumbing. Ad Manager describes it as controlling whether Google demand may use the signals to build user profiles scoped to your own network, for uses such as interest-based ads and remarketing, and says the data is never used in a profile spanning networks. Leave that one to whoever owns that decision at your company.

Step 6: Save, then do the other taxonomy

Save is at the bottom of the section, and nothing takes effect until it is pressed.

Then go back to Step 3 and repeat all of it for the other taxonomy. The two rows are configured separately, so setting up content categories does nothing for audience categories.

Check it worked

Back on the Publisher data sharing list, each row summarises itself on the right, naming the channels now switched on: "Allowed for Authorized Buyers, Open Bidding, SDK Bidding, Google demand". A row naming fewer channels than you chose did not save.

That confirms Ad Manager will accept the categories. Whether it is receiving any is a different question, and your reporting answers it once they are actually being sent.

Where the categories come from

Switching the signals on does not produce them. Neuwo's categories reach the page one of two ways:

As part of the Neuwo Monetisation Platform. Neuwo sets this up, the Ad Manager side included, so this page describes what was done rather than giving you a job.
On top of Integration with Prebid. The module puts the categories in the browser during the auction, and a short script lifts them out and hands them on: Accessing Neuwo Data Outside Prebid.js.

Publisher Provided Signals is the tidiest destination, but once the categories are on the page they are ordinary values, and Ad Manager will also take them as key-values to target a line item on, or as a custom dimension to report on. Those are covered in Integration with GAM (Using PPS).

References

Google's documentation for the Ad Manager and Google Publisher Tag features described above.

About publisher provided signals. An overview of Publisher Provided Signals, its availability and the demand channels it supports.
Enable taxonomies in Google Ad Manager. Configuring taxonomy sharing for each demand channel, the procedure set out above.
Share publisher provided signals at time of ad request. Sending signals with each ad request rather than mapping them in advance.
Map key-values and audience segments to taxonomies. Mapping existing key-values and audience segments onto the supported taxonomies, and the taxonomy versions Ad Manager accepts.
googletag.config.PublisherProvidedSignalsConfig. The Google Publisher Tag configuration interface for publisher provided signals.