Aliased Bidders in OpenWrap

OpenWrap v22.7.0 and later now supports alias creation of any bidder partner. You can add more than one instance of a partner in each profile by creating aliases.

Use cases

There are many instances in which you might want to used aliased bidders. Here are a few examples:

Sales houses: Sales houses often work with a single bidder adapter and prefer to keep their own setup as a unique adapter within a publisher’s Prebid configuration. Using aliased bidders enables publisher and sales houses to better manage day-to-day operations and reporting.

Same bidder on both client- and server-side: Publishers may want to compare or run client-side and server-side setups in parallel within the same profile.

Second bidder within a profile: Publishers may want to segregate demand and/or SSP configurations and run them in parallel on the same inventory.

Performance reporting

Performance data for the primary bidder and its alias bidders are currently consolidated into the primary bidder reporting. Reporting upgrades are in progress and will be released in the near future.

Add an aliased bidders to an OpenWrap profile

Follow these steps to add an aliased bidder to an OpenWrap profile. 

  1. The first step is to create the aliased bidder partner in the Partner Management screen. From the Pub UI main navigation, click Inventory > OpenWrap

  2. Click Add Partner

  3. Select the Partner for which you're creating the aliased bidder.

  4. You can enter anything for the Account Name, as long as it's different from the primary bidder's account name. We recommend making it descriptive, this makes it easier to search for and track.
    Some examples:

    • If the primary partner account name is Example, you might enter Example 2 for the aliased bidder. And if you add another aliased bidder, it might be Example 3.  

    • If you're adding an aliased bidder for a sales house XYZ, you might enter Example XYZ for the account name.  

  5. The Bidder Code field is pre-populated, but you'll need to edit this when creating an aliased bidder, because it can't match the primary partner. We recommend appending a number to the bidder code.
    For example, if the primary bidder code is example, then the aliased bidders might be example2 and example3.

    Bidder code requirements

    Only alpha-numeric characters with hyphen '-' and underscore(_) are supported.

    The bidder code you assign to the alias can't be the same bidder code used by any other partner. For example, for partner AppNexus, you can't use bidder code IX, etc.

    Bidder code length should be as brief as possible so that targeting keys won't be truncated at the GAM side.




  6. Save the partner. 

  7. Now you're ready to add the aliased bidder to the primary bidder's OpenWrap profile. If you haven't created an OpenWrap profile yet, see OpenWrap profile management for instruction

    Bidder codes must be unique

    The PubMatic system only allows partners with unique bidder codes in the same profile.

    For example:
    A profile can contain these bidder codes: pubmatic, appnexus, appnexus2, ix, and ix2
    But a profile can't contain these bidder codes: pubmatic, appnexus2, appnexus2, ix2, ix2
    This is because appnexus2 and ix2 are not unique.

    To add your aliased bidders to the profile, simply select them from the Partners list in the Partners section of the Create OpenWrap Profile screen.


  8. Map the ad units. For detailed instruction, see Ad unit configuration.
  9. Once the profile has been saved and mappings have been uploaded, the pwt.js is generated with both the partner-specific mappings and the bidder alias mappings. An aliased object will be generated with the details of the bidder alias mapping to the primary bidder.