What Are Prebid Timeouts?
Definition and Function
Prebid timeouts refer to the time frame within which bidders must respond to ad requests. This period is typically set in milliseconds, with bidders having between 1 to 2.5 seconds to submit their bids34. If a bidder fails to respond within this window, their bid is considered timed out and rejected by Prebid.
How Prebid Works
Auction Process Overview
The header bidding auction begins when a user loads a webpage, triggering Prebid to send bid requests to connected demand partners (bidders). These bidders must respond quickly; otherwise, they risk being timed out.
Types of Timeouts in Prebid
Understanding Different Timeout Types
There are several types of timeouts in Prebid:
- Auction Timeout: The primary timeout for the header bidding process, defining how long the page waits for bids before calling the ad server.
- Failsafe Timeout: A backup timeout used as a safety measure if something goes wrong during the auction process.
- Prebid Server s2sConfig Timeout: Ensures that bids from server-side auctions return on time.
Optimizing Timeouts for Better Performance
Balancing Revenue and User Experience
Optimizing timeouts involves balancing two key factors: maximizing ad revenue by allowing enough time for high-value bids while minimizing page load times to maintain user engagement. Industry best practices suggest setting auction timeouts between 1-2.5 seconds. Additionally, using dynamic timeout rules based on factors like device type or connection speed can further enhance performance.
Implementing Dynamic Timeout Rules
Using Real-Time Data Modules
The timeout RTD module allows publishers to dynamically adjust timeout values based on real-time data retrieved from external providers. This module can override default bidder timeouts with more tailored settings based on specific conditions such as video inclusion or device type.