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Smile Wanted


Bidder Code smilewanted Member no
Prebid.js Adapter yes Prebid Server Adapter yes
Media Types display, video Multi Format Support check with bidder
TCF-EU Support no IAB GVL ID 639
GPP Support check with bidder DSA Support check with bidder
USP/CCPA Support yes COPPA Support check with bidder
Supply Chain Support check with bidder Demand Chain Support check with bidder
Safeframes OK check with bidder Supports Deals check with bidder
Floors Module Support check with bidder First Party Data Support check with bidder
User IDs all ORTB Blocking Support check with bidder
Privacy Sandbox check with bidder Prebid Server App Support check with bidder


Note: This bidder appears to only consider gdprApplies if a consent string is available.. This may result in some incorrect TCF2 processing, such as when the consent string is not yet available but the publisher has decided GDPR always applies. See


To use us as a bidder you must have an account and an active “zoneId” on our Smile Wanted platform.

Bid params

Name Scope Description Example Type
zoneId required The placement zone ID 'test.com_header_bidding_display_atf' string


You can add #sw_test_campaign to the end of any URL. This will have the effect of responding with a Smile Wanted creative with a high CPM, which means you’ll win every auction so you can see if the ad displays correctly. (Please note that impressions and revenues of this test ad will not be recorded and not be paid.)

User Sync

Add the following code to enable user sync. Smile Wanted strongly recommends enabling user syncing through iFrames. This functionality improves partners’ user match rates and increases the Smile Wanted bid rate and bid price. Be sure to call pbjs.setConfig() only once.

    userSync: {
        iframeEnabled: true,
        filterSettings: {
            iframe: {
                bidders: '*',   // '*' means all bidders
                filter: 'include'

"Send All Bids" Ad Server Keys

These are the bidder-specific keys that would be targeted within GAM in a Send-All-Bids scenario. GAM truncates keys to 20 characters.
hb_pb_smilewanted hb_bidder_smilewante hb_adid_smilewanted
hb_size_smilewanted hb_source_smilewante hb_format_smilewante
hb_cache_host_smilew hb_cache_id_smilewan hb_uuid_smilewanted
hb_cache_path_smilew hb_deal_smilewanted

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