Developers
Zurla, a frontier model built for advertising, joins your Prebid auction as one more bidder. Your ad server keeps the final say, and you choose how much more Zurla runs: your price floors, or your whole Prebid setup.
Header bidding, in plain words
Header bidding asks several buyers for a price at once, as the page loads, before your ad server picks the winner. Prebid is the free, open-source code many sites use to run it: Prebid.js in the reader’s browser, or Prebid Server on a server.
Zurla joins that auction as one more bidder. Here’s one page view, start to finish.
Prebid reads your ad units: each slot, its sizes and formats, and the bidders asked to fill it.
Every bidder in the ad unit gets the same request at the same moment and answers within your timeout.
Bids under the slot’s price floor sit this auction out. Prebid’s Price Floors module can take its floors from Zurla.
Prebid hands the highest bid to your ad server, which weighs it against your direct campaigns.
The winning ad fills the slot, and Prebid records who bid what, for your reports.
zurla entry in each.hb_pb=2.40 that tell your ad server a bid’s price, size and bidder.Three levels
Three levels, each adding to the last. Zurla bids at every level. At level 2 it sets your price floors; at level 3 it hosts your Prebid setup and runs its settings toward your goals. Your current buyers stay, and your ad server keeps the final say.
How much Zurla runs
Ask in the chat, or pick a level
zurla$2.40We run Prebid with four buyers. Can you set our price floors and leave the rest alone?
Yes. I wrote the one setting that lets me set your floors (the lowest bid each slot accepts); your developer adds it once. From then on, each slot’s floor is the same for every bidder, me included.
Level 2 · Floors set by ZurlaYour bidders and timeouts unchanged
Illustrative data · bids per 1,000 views
Level 1
Zurla joins Prebid.js or Prebid Server as a bidder, with a ‘zurla’ entry in each ad unit. It bids on your banner and native slots with premium demand and the private deals you set up through Zurla. Your setup decides everything else.
Level 2
Point Prebid’s Price Floors module at Zurla. It’s one setting, if your Prebid build includes the module. Zurla then sets the lowest bid each slot, size and format accepts, toward your goals, with no code release.
Level 3
Zurla hosts your Prebid build and its settings: timeouts, which buyers are asked, refresh rules. Same ad units, same ad server line items. Zurla tunes all of it toward your goals and asks before dropping any buyer.
Prebid.js or Prebid Server
Prebid.js runs the auction in the reader’s browser. Prebid Server runs it on a server, so pages stay light as more buyers join. Zurla joins either one, and both reach the same buyers, work toward the same goals and land in the same reports.
In the browser
Once the Zurla adapter is in your Prebid build, add a ‘zurla’ entry to each ad unit. Your other bidders stay as they are.
{ bidder: 'zurla', params: { … } }
On a server
Already on Prebid Server? Add ‘zurla’ to the bidders list in your existing server setup, so pages stay light as more buyers join.
bidders: [ …, 'zurla' ]
For your developers
Ask Zurla what to add. It marks the ‘zurla’ entries in your ad units and keeps your consent settings as they are, so your developers add a few lines once. At levels 2 and 3, Zurla’s floors and settings change after that with no code release.
We run Prebid. What do we add?
Once the Zurla adapter is in your Prebid build (it’s coming to Prebid.js and Prebid Server), add a ‘zurla’ entry in each ad unit. I’ve marked them; the rest of your setup stays as it is.
Prebid lines marked2 lines to add, plus 1 in ads.txt
Illustrative data
// Illustrative: the Zurla adapter is coming to Prebid.js and
// Prebid Server; bidder code and params are placeholders.
// Already run Prebid? Add the marked 'zurla' entries to your
// ad units; everything else stays as it is today.
var pbjs = pbjs || {};
pbjs.que = pbjs.que || [];
var adUnits = [{
code: 'sidebar',
mediaTypes: { banner: { sizes: [[300, 250], [300, 600]] } },
bids: [
{ bidder: 'yourBidder', params: { /* as today */ } },
{ bidder: 'zurla', params: { publisherId: 'ZRL-000000' } }
]
}, {
code: 'home-feed-2',
mediaTypes: { native: { ortb: { assets: [
{ id: 1, required: 1, title: { len: 90 } },
{ id: 2, required: 1, img: { type: 3, wmin: 600, hmin: 314 } },
{ id: 3, required: 1, data: { type: 1 } } // advertiser name
] } } },
bids: [
{ bidder: 'yourBidder', params: { /* as today */ } },
{ bidder: 'zurla', params: { publisherId: 'ZRL-000000' } }
]
}];
pbjs.que.push(function () {
pbjs.setConfig({
// needs the consentManagementTcf and consentManagementGpp modules
consentManagement: { // wait times in ms: your settings
gdpr: { cmpApi: 'iab', timeout: 3000 }, // IAB TCF v2.3
gpp: { cmpApi: 'iab', timeout: 3000 } // GPP, including US states
}
});
pbjs.addAdUnits(adUnits);
pbjs.requestBids({
bidsBackHandler: function () { /* send bids to your ad server, as today */ }
});
});// Illustrative: Zurla sets your floors through Prebid's
// Price Floors module; the URL and fallback values are placeholders.
var pbjs = pbjs || {};
pbjs.que = pbjs.que || [];
pbjs.que.push(function () {
pbjs.setConfig({
floors: {
auctionDelay: 60, // placeholder: wait up to 60 ms
endpoint: { url: 'https://floors.zurla.com/v1/ZRL-000000.json' },
data: { // fallback values, used until Zurla's floors arrive
currency: 'USD',
schema: { fields: ['mediaType'] },
values: { banner: 0.30, native: 0.40 }
}
}
});
});// Illustrative: the Zurla adapter is coming to Prebid.js and
// Prebid Server; bidder code and params are placeholders.
// Already on Prebid Server? Add 'zurla' to your bidders list.
var pbjs = pbjs || {};
pbjs.que = pbjs.que || [];
pbjs.que.push(function () {
pbjs.setConfig({
s2sConfig: [{
accountId: 'YOUR_PBS_ACCOUNT',
bidders: ['yourBidder', 'zurla'], // plus 'zurla' in each ad unit
adapter: 'prebidServer',
enabled: true,
endpoint: 'https://pbs.example.com/openrtb2/auction',
syncEndpoint: 'https://pbs.example.com/cookie_sync',
timeout: 500 // your Prebid Server timeout, in ms (your setting)
}]
});
});Illustrative. Bidder code, params and endpoints are placeholders until the Zurla adapter is released; your real IDs come with your account. Ask us about the adapter
Once the Zurla adapter is in your Prebid build, add a ‘zurla’ entry to each ad unit, or to the bidders list on Prebid Server. Zurla marks every line.
One line marked DIRECT tells buyers Zurla may sell your ad space. More on ads.txt and sellers.json.
Revenue, page speed, direct sales, brand safety. Say what matters, in plain words.
Start as a bidder. Add floors or hosted Prebid when you’re ready: each change starts as a test on a share of page views and can be undone in one click.
Google Ad Manager
Zurla’s bids reach Google Ad Manager the way every Prebid bid does: as standard key-values that your Prebid line items match. Your own direct campaigns keep the priority you set, and Ad Manager picks the winner.
Key-valuesWhen Zurla wins
hb_bidder=zurlahb_pb=2.40hb_size=300x250hb_adid=7a3f9c01hb_deal=ZRL-DEAL-0001Illustrative data
Questions
Plain answers for teams that run Prebid today.
No. Zurla works with Prebid: it joins the auction you already run as one more bidder. Your bidders, your ad units and your ad server stay as they are, and you choose whether Zurla also sets your floors or hosts your setup.
It’s coming to Prebid.js and Prebid Server. The code on this page shows what you’ll add; bidder code and params are placeholders until it’s released. Ask us about the adapter.
No. Zurla answers in under 100 ms, well inside the timeout you set. If Zurla hosts your Prebid setup, it runs the timeouts itself, inside the speed budget you set.
Yes. Zurla competes inside Google Ad Manager through price-priority line items keyed to its bid, the way header bidding works. Your own campaigns keep the priority you set.
Yes. Your Prebid consent settings pass each reader’s choices to Zurla: IAB TCF v2.3 for readers in Europe and the UK, and GPP for US state privacy choices. Without consent for personalized ads, Zurla chooses ads from the page, not the person. More on Consent and privacy.
At levels 1 and 2, no: your bidders are yours to manage. At level 3, Zurla asks before dropping any buyer, keeps a full auction log by bidder, and one click switches back.
Your banner and native slots, with premium demand and the private deals you set up through Zurla. When one of those deals wins, Prebid sends its deal ID to your ad server with the other key-values.
It depends on the level you choose. At level 1, your team runs Prebid as it does today, and at level 2 Zurla also sets the floors. At level 3, Zurla hosts your Prebid setup and runs the floors, buyers, timeouts, tests and reports, while your team keeps the final say. Every change that affects revenue starts on a share of page views and can be undone in one click. See who does what, team by team.
Yes. Publishing groups with an in-house auction can send OpenRTB 2.6 bid requests, banner and Native 1.2, straight to Zurla. More on OpenRTB 2.6.
Every bid, floor and key-value here is illustrative, and the code uses placeholder IDs and endpoints. Your own numbers show up in the chat and in your reports.
Start as one more bidder in the auction you run today. Hand Zurla your floors or your whole Prebid setup when you’re ready: each change starts as a test on a share of page views, and any change can be undone in one click.