Running one network is simplest to manage, while introducing more demand sources allows bids to compete for each impression. Most web games do better with header bidding across two or more networks so higher bids compete for each impression – the trade-off is ads.txt setup and ongoing ad-ops work, which is worth weighing before you add networks.
At a glance
| Fact | Value | Source |
|---|---|---|
| Prebid auction | demand partners bid per impression | docs.prebid.org |
| Every demand source needs an ads.txt entry | required on your domain | iabtechlab.com |
| Google AdSense H5 Games Ads requires an approved account | application-based access | support.google.com |
There is no fixed number – the right count depends on how much traffic you have and who will manage it. Revenue = ad requests x fill rate x eCPM / 1000. Full-screen formats earn several times more per impression than banners, and Tier-1 geos earn several times more than other geos. Running AdSense H5 Games Ads alone is the simplest setup: one code integration, one report, no ads.txt conflicts. Once you have real volume, most publishers move to header bidding, where several demand sources bid for each impression through Prebid or a similar wrapper, which tends to raise match rate and eCPM. The cost is more setup: each partner needs its own ads.txt lines, and someone has to watch reports, resolve conflicts and keep tags updated.
If you’d rather not run that ad-ops work yourself, Playgama Ad connects one SDK to 11 demand partners, including Google Ad Manager.
What should you check before adding a network?
- Formats supported – interstitial, rewarded, banner, in-page video
- Who owns ad ops – you, the network, or a managed service
- ads.txt requirements for each source, per domain
- Reporting: can you compare requests, fill rate, eCPM and revenue across sources
Companies like AdinPlay, Playwire and Venatus run header bidding and direct demand for HTML5 publishers; AppLixir focuses on rewarded video. A full comparison of options lives in this ad network comparison.
Sources
- Prebid: intro to header bidding
- IAB Tech Lab: ads.txt
- Google AdSense: Sign up for H5 Games Ads
- Playwire
- Venatus
- AppLixir
- Playgama Ad
Related questions
Does adding more networks always increase revenue?
Not automatically. More demand can raise fill rate and eCPM through competition, but each added source also adds ads.txt and reporting overhead that needs managing.
Do I need ads.txt for every network I add?
Yes. Each demand source that buys your inventory needs its own authorized lines in your domain’s ads.txt file, per the IAB Tech Lab spec.
Can I use Google AdSense alongside header bidding partners?
Yes, AdSense H5 Games Ads can run alongside other demand sources, but each integration and its ads.txt entries need to be set up and monitored separately.
Last updated: 24 September 2026