Merlin by Adapex: Custom Header Bidder Wrapper

Merlin by Adapex custom header bidder wrapper is unique in that it offers numerous custom features that increase revenue opportunities while also improving site performance. Our wrapper is designed for easy implementation but is sophisticated enough to allow us to perform continuous updates and improvements on our side without taxing our clients’ development teams. Merlin comes with a full demand stack from the leading SSP networks, or is available in a white label version with full implementation support from our team of experts. Merlin is in constant evolution to keep ahead with the latest technologies.  With Merlin, we are able to make optimizations across 50+ custom features from our side, all without having to burden your dev resources.  As proprietary tech, we keep many of the features hidden, but below just a few to give you the idea.  We are extremely proud that our wrapper offers a level of sophistication and ease of implementation that is unmatched in the marketplace.   

Wrapper Features Summary:

Primary Features:

FeaturesBenefits & Best Practices
Easy Implementation
One single line of code in header + body tags, and the rest is handled on our side (including all optimizations, updates, and new features)
Hybrid Header Bidding
Calls for both client-side and server-to-server header bidders simultaneously to maximize demand without sacrificing efficiency and page speed.
Auto Head/Body call matchingNo more empty ad calls that hurt site ratings, nor policy flags for mismatching calls between head and body.
SPA and Infinite Scroll CompatibilityTried and tested on numerous SPA and IS sites.
Auto Device Detection
Detects the device based on screen size and then selects the corresponding set/s of ad units which are eligible to display.
A/B testingEasy set up of A/B tests that do not require any changes to the code on the publisher's side.
Fully customized serviceTailored to your site's specifics, with many features that can be customized by device, screen size, etc.

Smart Refresh:

10+ FeaturesAs there is no one size fits all, our smart refresh runs on 10+ variables aimed at maximizing viewability, filled impressions, and therefore, revenues overall. The features are tested and optimized on a site-by-site basis for maximum revenue and site performance lift.

Ad Behavior:

FeaturesBenefits & Best Practices
Dynamic Ads Insertion
Injects an ad unit to a specific location in page, according to specific rules. Eg, an ad unit can be displayed multiple times on the same page, based on content length.
Lazy Loading
Waits to load ad units until they are close to the active viewport. Eg: Ads can be called when they are 1000px from the active viewport (which is more or less 1 viewport for desktop and 1.5 viewports for mobile). Distance can be customized. Very important as it improves viewability ratings and increases site load speed.

High impact formats:

Ad FormatsLive exampleBenefits & Best Practices
Sticky Footer
Sticky footer live exampleMakes the footer ad unit an adhesion unit. Highly recommended as these units have exceptionally high viewability ratings.
Adhesion live exampleAdhesion format can place an ad relative to two window coordinates (top/bottom and left/right). It can be placed anywhere on the page, e.g. bottom left, top-right, top-left. Advertisers love the high viewability of these ad units.
Interstitial live exampleThe banner is an overlay displaying on the page. The publisher can control the close timer, opacity, background color, frequency per session or set it to display every x pageviews. The best practice is to set a high price floor for it, so that it displays only high value ads. This unit has very high viewability and CTR.
Peel Ad
Peel Ad live example
It’s a rich media format that displays in the top right corner. The banner floats and it is half hidden and opens up as you mouse over (or tap on the screen on mobile). Very high viewability.


Satisfied Clients