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This guide describes key features and functions of OpenWrap and step-by-step instructions to use configurable controls and generate wrapper tags.

Glossary of



Client-sideThe user's web browser (the client) sends ad requests directly to partners. Client-side request processing has the highest user match rate but can slow web page loading.
PartnersSSP/Exchanges whose header tag is included in the wrapper.
ProfileDefines inventory for the wrapper. Includes configuration settings for the OpenWrap.
Server-sideAd requests go first to an OpenWrap server, which then sends them to partners. Server-side request processing can speed web page loading but can reduce user match rate compared to client-side processing.
VersionA version of a profile. Refers to the settings included in the profile. One profile can include multiple versions (only one can be the live version in production).
Wrapper TagJavaScript (JS) code that includes multiple header tags, in addition to configuration, management, and analytics code. 



key features and



PubMatic OpenWrap:

  • Provides a transparent enterprise wrapper solution for Prebid with GAM as a publisher ad server.

  • Simplifies partner management with hybrid client-side and server-to-server management capabilities in an intuitive UI with enterprise-grade analytics.

  • Contains multiple underlying header tags. The wrapper tag ensures that header tags can run concurrently.

  • Auto-detects ad units on a page. OpenWrap collects the necessary identifiers such as unit name, div ID, and size to send partner-specific identifiers. 

    Example: PubMatic requires ad unit name and ad size to identify the ad opportunity. This removes the burden on your engineering team to collect, map, and maintain all the ad unit identification data on a partner-by-partner basis for every page.

  • Provides an ad unit to partner-specific identifier mapping interface.

  • Offers the ability to configure controls such as traffic allocation, bid adjustment, and timeout values.

  • Handles decisioning on page, then passes the partner’s information and the winning bid to the Ad server.

  • Creates line items in the publishers’ ad server.

  • Delivers critical insights with analytics. Analytics include volume-related, monetization-related, and latency-related metrics.




Using PubMatic OpenWrap requires the following:

  1. Access to web pages that will include the wrapper.

  2. Define inventory groups of less than 500 ad units per group. Configure each inventory group in a separate profile.

  3. Ad Unit Mapping:

    • Identify all ad units with ad unit names, div IDs, and ad sizes. Enter this information in the mapping file format for each partner (you'll find the file format in the Actions drop-down  menu for a specific profile within the OpenWrap Profile Management tab (learn more).

    • Register those ad units with each partner you want to work with, and get a unique ID from each partner. For example, provide ad unit name and size to your PubMatic contact and in return receive corresponding site id and ad tag id.

    • Inspect the contents of the file to make sure it is complete.

  4. Access to Ad server: Provide trafficker level access to the PubMatic team to assist with creating line items in the ad server. This is required if the publisher's ad server is GAM.




Use the instructions in this section to configure OpenWrap. 

titleDFP is now called, Google Ad Manager (GAM)…
When you see DFP mentioned in this guide, it is referring to GAM. This will be updated in the Publisher UI in an upcoming release.

Log in and


navigate to OpenWrap

  1. Select Inventory > OpenWrap. There are three OpenWrap tabs:

    • Partner Management: Add a new partner. 

    • Profile Management: Create a new profile or manage an existing profile. 

    • Tag Management: Retrieve wrapper tags for a selected profile.


Add a



Before you edit profiles and generate tags, you must first add them in the Partner Management tab.


  1. From the Partner Management tab, click the Actions menu next to the partner name.
  2. Make your edits and and choose Save.




Profiles define groups of inventory that use the same configuration settings. Manage your profiles in the Profile Management tab. See OpenWrap Profile Management for details.


  1. Select the Profile Management tab.
  2. Select a profile from the Select Profile drop-down list.
  3. Choose Actions > Create New Version next to the most recent version.

    One of two different styles of the Edit Profile dialog will display. Use the instructions below for the Edit Profile dialog that matches your configuration:

    • Partners who support client-side wrapper. 
    • Partners who support server-side wrapper.

Client-side partner



  1. Make changes to the Traffic AllocationBid Adjustment, and Timeout (ms) fields.


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    Continue to the Add or Remove Partners section below.