Prebid
Don’t Sleep On Maryland’s Strict New Data Privacy Law Since 2018, 19 US states, including Maryland, have enacted comprehensive data privacy laws. Maryland’s Online Data Privacy Act (MODPA), effective October 2025, stands out as one of the toughest. MODPA not only bans the sale of sensitive personal data but also imposes strict limitations on collecting …
The MFA Uproar Puts Curation of Programmatic Advertising in the spotlight The ad industry’s focus on “curation” as a response to the prevalence of low-cost reach has gained momentum due to concerns over made-for-advertising sites (MFAs). The revelation of significant ad spending on MFAs triggered the need for more curated approaches to ad placements. GroupM, …
Don’t Sleep On Maryland’s Strict New Data Privacy Law Since 2018, 19 US states, including Maryland, have enacted comprehensive data privacy laws. Maryland’s Online Data Privacy Act (MODPA), effective October 2025, stands out as one of the toughest. MODPA not only bans the sale of sensitive personal data but also imposes strict limitations on collecting …
In this series of blog posts, we will disclose the full-functional programmatic strategy for operating in a cookieless environment. Due to the latest news, this issue is no longer so critical, but it is still worth looking at alternatives. It’s a diversification of assets, and these technologies are increasing in usage and support by diverse …
How Sell-Side Curation Is Reshaping The Post-Cookie Supply Chain As third-party cookies phase out, sell-side curation is emerging as a key trend in ad tech. SSPs are now leveraging their connections to publisher first-party data to build curated marketplaces, shifting audience matching from DSPs to the sell side. This change reduces DSPs’ control over audience …
As digital advertising faces a sea change due to heightened privacy concerns and regulations, explore how privacy-centric strategies are reshaping the industry. Discover how advertisers and publishers are adapting to a new landscape where user privacy and effective targeting must coexist. Historically global advertising spend has steadily risen and will continue to rise, despite periods …
SSPs Shake Up Fee Structures for Publishers, Offering Differentiated Access Magnite and PubMatic, two major supply-side platforms (SSPs), are introducing new fees for publishers participating in programs like auction packages and supply path optimization (SPO). Magnite’s fees can range from 4% to 10% above open market rates, while PubMatic offers a subscription service granting publishers …
What’s next for Google after federal judge’s monopolization ruling? A federal judge ruled that Google monopolized search through illegal deals, raising questions about potential consequences, including business overhauls or even breaking up the company. Google plans to appeal, delaying any immediate impact. If restrictions are enforced, competitors like Microsoft’s Bing could benefit, potentially gaining market …
Outbrain confirms Teads purchase in a $1 billion deal Outbrain has confirmed its acquisition of Teads for just over $1 billion, marking a significant merger in ad tech. The deal involves a $725 million upfront payment and a $25 million deferred payment, financed by Outbrain’s cash and $750 million in debt from Goldman Sachs, Jefferies …
Muki Seiler, chairman of the Prebid Documentation Committee, offers practical advice for vetting ad tech vendors, emphasizing the importance of clear change indicators in UIs, comprehensive documentation, individual user accounts, code review, and adherence to industry standards. He highlights that thorough vetting can prevent significant issues and ensure smoother integration and functionality. How to vet …
Ratko Vidakovic reflects on why some industry veterans feel ad tech isn’t as fun as it used to be, attributing it to economic challenges, regulatory pressures, and ongoing issues in the field. However, he argues that the industry’s current phase of transformation presents new opportunities and that the cyclical nature of the industry means that …
Arjun explores the transformative impact of Connected TV (CTV) on the advertising landscape, highlighting its rapid growth compared to linear TV, the evolution of identity solutions, and the role of advanced data analytics and AI in creating personalized and effective advertising strategies. In the ever-evolving realm of media and advertising, Connected TV (CTV) has emerged …
Media buyers don’t want to pay extra for publishers’ first-party data Amid the third-party cookie phase-out, media buyers tread cautiously regarding premiums for publisher-offered first-party data and contextual targeting. While some publishers demand $2 premiums, buyers fear overspending. Havas’ Holly Dunn stresses data privacy scrutiny. Epsilon advocates for value-based pricing. Not all see substantial CPM …
Optimizing ad campaign performance hinges on maximizing viewability, a key metric that measures whether ads are actually seen by users. Explore the challenges for both advertisers and publishers in achieving high viewability rates and solutions for improving ad visibility and revenue through real-time data and targeted strategies. Author: Optimera Enhancing the effectiveness of an ad …
On March 5th, Prebid hosted “The State of Cookie Deprecation” webinar, aimed at providing market findings and outlining the future of digital advertising in a post-cookie world. The session brought together industry experts to share insights, strategies, and innovative solutions designed to navigate this change effectively. If you missed it, we have everything summarized in …
Ad tech’s take: early reactions to Google’s third-party cookie demise Ad tech vendors respond to Google’s third-party cookie phase-out, presenting varied perspectives. The Trade Desk anticipates minimal impact, emphasizing the majority of its ad impressions don’t rely on cookies. Unified ID 2.0 adoption among publishers sees a 30% increase in CPMs. Magnite supports Google’s Privacy …
Magnite’s CTV Spend Swelled By 20% In 2023 Magnite’s Q4 2022 revenue report shows CTV’s growing importance, accounting for nearly 40% of business, though CTV revenue itself dipped 2% YoY. Despite this, Magnite saw a 7% YoY increase in revenue to $187 million, with strong performance in DV+ and partnerships with major players like Roku …
As third-party cookies phase out, digital advertising faces a 50% drop in monetization efficiency, with independent SSPs and DSPs struggling. Despite challenges, adaptation is crucial, and Relevant Digital is ready to help shape the future of the industry. “It’s the end of the world as we know it, and I feel fine,” sang R.E.M. in …
On January 19th, Prebid hosted a webinar to conclude the year 2023 and share its plans for 2024. If you missed it, we have everything summarized in this article and you can access the recording here. Table of Contents Chairman’s Update Prebid’s chairman – Garrett McGrath – expressed his gratitude for Prebid’s fast and strong …
Unity Boycott Begins as Devs Switch Off Ads to Force a Runtime Fee Reversal The mobile game developers’ boycott against Unity revolves around their opposition to the company’s plan to implement installation-dependent fees starting on January 1, 2024. They argue that this decision, made without consulting the industry, poses a significant threat to developers, including …
The “New Rules” of Video Stories and Advertising: Q&A with Connatix’s Anthony Gonsalves Anthony Gonsalves, SVP and Head of Global Business Development at Connatix, discusses the evolving landscape of video content and advertising. He emphasizes that all publishers, regardless of their size, should embrace video as it offers a powerful means of engaging audiences and …
On September 13th, Prebid announced the addition of Prebid Audio to the framework, opening new monetization opportunities for publishers and hoping to set the standards for the industry. Prebid, launched in 2015, is an open framework that makes header bidding easy for publishers by bringing conformity and simplicity to the header bidding process. After 8 years, …
How Europe’s New Digital Privacy Act Will Change Big Tech Regulation The European Union’s (EU) Digital Services Act (DSA) recently came into effect, marking a significant development in tech privacy regulations. The DSA is regarded as one of the toughest sets of regulations globally and is distinct from the previous Digital Markets Act, which focused …
The name of the game continues to be industry clean up and accountability. GroupM is removing MFAs from its inclusion lists GroupM, has taken a proactive step in standardizing the industry definition for made-for-advertising sites (MFAs) by implementing its own vetting process. It claims to be the first media buying agency to do so by …
Discover how campaign optimizations can drive revenue and success for both publishers and advertisers. By leveraging real-time data and targeted strategies, publishers can enhance ad performance, increase CPMs, and build stronger advertiser partnerships, leading to greater profitability and operational efficiency. Author: Optimera When buying online ad space, advertisers strive to achieve the best possible business …
We’re extremely excited to announce we have released Prebid 7! Prebid.js 7, like other major versions, is a collection of “breaking” changes where the publisher and module maintainers should check the release notes for any behavior changes or new configuration requirements before upgrading. Like other past major versions, we’ll continue to release bug fixes and …
Today Prebid announced the release of Professor Prebid, an open source Chrome browser extension which allows for easy debugging and troubleshooting on publisher websites using Prebid.js and streamlines header bidding management. Professor Prebid provides an intuitive interface that detects when a web page has Prebid.js installed and offers an array of features to help publishers, …
Prebid.org, today announced that Mike Racic has joined as the President of the organization. Mike is joining from Fandom, where he managed the direct Global Programmatic and Data business. As part of his work with Fandom, Mike designed and delivered Fandom’s first party data strategy and product, preparing Fandom for a cookieless future as well …
Today we’re pleased to welcome Linda Payson, Vice President of Product at MediaVine, and Stephanie Layser, Vice President of Data, Identity and Ad Tech Products & Platforms at News Corp to our board. With the addition of two seasoned ad tech leaders, we have a total of 11 board members who will help Prebid guide …
It is our pleasure to announce the upcoming release of Prebid 6.0. Prebid 6.0 is an exciting release for Prebid.js — it will remove IE11 browser test requirements from the project allowing the use of the latest and greatest technologies. The expected release date of 6.0 is October 27th, 2021. This release is important because …
With lot’s of recent changes and activity within Prebid.org, we wanted to make sure the community was updated with the current Prebid.org personnel. President: Tom Levesque recently left his role at Xandr and therefore stepped down as the Xandr board member and President of Prebid.org. Joe Garstka (Xandr) is now serving as President through the …
We’re excited to announce the release of Prebid 5.0! This milestone is all about improving information in the bid stream. We’ve recently incorporated the work of the taxonomy working group and their collaboration with IAB Tech Lab’s seller defined audiences project and re-specified how first party data will be passed in the bid stream. In …
Prebid.org has hit the 100 member milestone! Within the last four years, the organization has seen tremendous growth and adoption, 154% increase in membership in the last year alone to be exact. Our member companies are what make the Prebid organization what it is today. The support and commitment from member companies is what helps shape …
InMobi Joins Prebid Bringing Deep In-App Expertise to Accelerate Collaborative Mobile Initiatives. As a firmly established in-app leader in the industry, InMobi will impart strategic counsel and engineering resources to key Prebid initiatives. Read the full press release here.
Be sure to check out our February Newsletter as we look ahead at 2021 and discuss what’s new at Prebid.org. Prebid February Newsletter
Be sure to check out our December Newsletter as we look back at 2020 and some of the major milestones that the Prebid community has accomplished. Prebid December Newsletter
The Prebid community is proud to announce that the Prebid.js Real-Time Data infrastructure is out of beta. This infrastructure allows vendors to build modules that connect a data source in advance of (or alongside) the Prebid auction. This data can be provided to bidders in the auction and/or the publisher’s ad server. How does it …
Prebid.org today announced the general availability of a community-owned, open source identifier that includes both first- and third-party components. SharedID links Epsilon’s industry-leading, first-party PubCommon ID with the sharedid.org third-party ID to provide a more complete identity solution suite for programmatic advertising. Read the full press release.
Check out the first ever Prebid Newsletter! If you wish to receive newsletters via email, you can sign up to receive updates on the Prebid website. Prebid October Newsletter
We had some great questions asked during our August 27th, 2020 Webinar on ‘How to Make Prebid the Supply Path Buyers Choose’. Special thanks to our amazing panelists for providing the below answers! As a publisher, how do we keep up with A/B testing? Do you recommend an analytics provider? Steph – We use Data …
In just three years, Prebid.org has seen tremendous growth in user adoption, membership and product scope. We are proud to share milestones such as reaching over 20,000 live implementations, 650 engineering contributors, 250 approved bid adapters, 13 user ID modules, the creation of the buyer membership tier and new task forces for identity, CTV/OTT and …
Havas Media Group announces today that it has joined Prebid.org as a Buyer member. It becomes the first media agency to step into the organization, adding a fresh perspective. This move further….read full release.
We’re excited to announce the release of Prebid.js 4.0! Version 4.0 includes some important updates related to TCF 2.0 and a number of housekeeping items. You can find a bulleted summary of features included in this release on the Github release page. Here are the details of included features. Moving Towards Standardization Parameter LocationsBeginning now, rather …
We had some great questions asked during our June 2nd, 2020 Webinar. Answers can be found below! Is there a plan to integrate OMSDK with prebid SDK? If so, what is the timing? Yes, the intention is to support OMSDK signaling in Q3. Prebid SDK would still require the publisher to work with an ad …
Prebid supports the IAB’s Transparency and Consent Framework (TCF) version 2.x. Prebid provides modules and features as a set of tools that may help publishers achieve compliance with the EU GDPR regulation. The key changes from TCF 1.1 are: TCF 2.2 had no changes that affected Prebid.js. References Consult with your legal counsel before determining …
Prebid.js 2.43.0 includes a new consent management module for supporting the California Consumer Privacy Act (CCPA). The IAB has generalized CCPA support to cover future regulations, referring to the feature as “US Privacy.” The module works with supported Consent Management Platforms (CMPs) to fetch an encoded string representing the user’s consent choices, making it available …
The Prebid core team is excited to announce a major release: Prebid.js 3.0! Here are the main items that will be included in this release: See the full list of items that are associated with the 3.0 release. Publisher-facing API Changes Review these changes to make sure you’re ready to upgrade to 3.0. 1. AdUnit.sizes …
Prebid Meetup and Leadership Summit in San Francisco on Oct 24th 2019 Prebid.org invites you to attend a Prebid Meetup and Leadership Summit inSan Francisco on October 24, 2019. Our event will be at the historicMerchant’s Exchange Club. There will be presentations from 1.30–4.30pm,followed by networking and socializing over appetizers and drinks until6.30pm. Space is …
Prebid Leadership Summit in London on July 11th 2019 Prebid.org invites you to attend the Prebid Leadership Summit in London on July 11th, 2019. It will be held at the IAB UK venue from 1:30–4:30pm, followed by networking until 6:30pm. REGISTER NOW What to expect: The Prebid Leadership Summit is an educational event including overviews, …
Prebid Leadership Summit in New York on June 11th 2019 Prebid.org invites you to attend the Prebid Leadership Summit: NYC on June 11th, 2019, at Xandr’s Razzle Dazzle space in NYC, from 1– 4.30pm, followed by networking until 6.30pm. REGISTER NOW What to expect: The Prebid Leadership Summit is an educational event including overviews, deep …
(Originally posted on Marfeel’s site, slightly edited for clarity.) As Mobile World Congress has brought the digital publishing world to us this week, we welcomed our industry partner Prebid.org to the Marfeel’s offices to host their third ever Prebid Leadership Summit. Led by the Chair of Prebid, Alexandra Smith, the mission of the day was …
Prebid Leadership Summit in Barcelona on Feb 25th 2019 Prebid.org invites you to the first Prebid Leadership Summit of the year, taking place in Barcelona during Mobile World Congress on 25 February. The event will take place at Marfeel’s office, from 3:00PM – 6:00PM CET, followed by cocktails until 8:30PM. REGISTER NOW What to expect: …
Prebid.js 2.0 is a minor major release Compared to Prebid.js 1.0, the 2.0 release will be a non-event for most sites. The Prebid.js team has adopted a policy of incrementing the major version number whenever there’s a ‘breaking change’ – a change in behavior we want everyone to be aware of. The idea is that …
Highlights: Coming Up: We’d like to have your feedback about the changes and any other things you’d like to see. Email us at website@prebid.org. Here’s what’s on our list so far:
We’re pleased to announce the release of Prebid.js 1.0! Download it or build it from master! As a publisher, you can look forward to the following improvements when adopting Prebid.js 1.0: For more information, see:
Prebid 1.0 – here at last It’s been a long time since we first released Prebid.js; so long, in fact, that people have questioned why were are still a pre 1.0 library. While I’d like to think it’s because we had everything right from the start – we definitely did not – we’ve been hard …
This week, we’re pleased to announce the formation ofPrebid.org: anindependent organization dedicated to open source tools that drivepublisher monetization. We sat down withMichael Richardson toanswer a few questions about whyPrebid.org isbeing launched as an independent entity and what it means forpublishers and vendors. Michael is a Product Line Manager atAppNexus and Chairman ofPrebid.org. What’s the …
Last week, the prebid-mobile-android and prebid-mobile-ios repositories were open-sourced under the Prebid GitHub project. The addition of these libraries marks another milestone for Prebid, representing its first formal steps towards providing an end-to-end open-source header bidding solution for mobile app publishers. Why Should I Be Interested in Prebid Mobile? This year, mobile programmatic spend in …
(This post first appeared on the AppNexus Product Blog.) Late last year, Prebid.js took an important first step beyond traditional display advertising formats with a release of formal support for instream video. Today, Prebid.js is doubling down on its focus on formats with the release of outstream video support. Given the high cost of creating …
Prebid is making it easier for you to adjust ad sizes based on the device’s screen width. Using the new size mapping feature, you can: For more information, see the example code here.
The Beginning About a year ago, the publisher engineering team at AppNexus began noticing a common problem with some of our forward-looking publishers: many of their websites were taking a long time to load. Since all the pages were written in JavaScript and HTML, our team was able to dig deep and see why all …
Prebid is making it easier for publishers to run deals in header bidding! Benefits: How to implement it? In order to enable deals for prebid, the ad ops setup are slightly different from the standard header bidding setup. Specifically: Note that the initial list of bidders that support deals are: Pubmatic, TripleLift, AppNexus, bRealTime. More …
New adapter for Sonobi – how to add: var adUnits = [{ code: \'/9968336/header-bid-tag-0\', sizes: [[300, 250], [300, 600]], bids: [{ bidder: \'sonobi\', // New format params: { ad_unit: \'PER SLOT\' // <String> ad unit code } }, { bidder: \'sonobi\', // Old account format params: { placement_id: \'PER SLOT\' // <String> placement Id } …
Background Since we introduced Prebid.js 8 months ago with only 4 adaptors, more than 15 SSPs have started contributing and maintaining their adaptors through GitHub. The number of demand adaptors Prebid.js supports has now grown to 17! (more are coming) The average number of adaptors publishers use are between 3 to 8. It makes more …
New adapter for NginAd – how to add var adUnits = [{ code: \'/9968336/header-bid-tag-0\', sizes: [[300, 250], [300, 600]], bids: [{ bidder: \'nginad\', params: { pzoneid: \'7\', // <String> PublisherAdZoneID nginadDomain: \"server.nginad.com\" // the domain where you installed NginAd } }] }]; New adapter for TripleLift – how to add: var adUnits = [{ code: …
Background Many publishers require their users load some of, or all of their pages securely via HTTPS. The main motivation for HTTPS is authentication of the visited website and protection of the privacy and integrity of the exchanged data. source. What does it mean that HTTPS has come to Prebid and all its adaptors? 1. …
How to add bidder Adform: var adUnits = [{ code: \'/9968336/header-bid-tag-0\', sizes: [[300, 250], [300, 600]], bids: [{ bidder: \'adform\', params: { adxDomain: \'adx.adform.net\', //optional mid: 74042 } }] }]; How to add bidder BRealTime: var adUnits = [{ code: \'/9968336/header-bid-tag-0\', sizes: [[300, 250], [300, 600]], bids: [{ bidder: \'brealtime\', params: { placementId: \'2251610\' } …
How to add bidder AOL: var adUnits = [{ code: \'/9968336/header-bid-tag-0\', sizes: [[300, 250], [300, 600]], bids: [{ bidder: \'aol\', params: { placement: \'TO ADD\', //String placement network: \'TO ADD\' //String network, //optional params sizeId : 123, //Number alias : \'TO ADD, //String size : [300,250] //Array[Number] } }] }]; How to add bidder Pulsepoint: …
Background Bidders may have different pricing deals with publishers, and the returned bid prices may or may not reflect what the publisher will truly receive in the end. For example, some bidders returned the bid prices in gross (before any fee is taken). This artificially sets that bidder’s bid (say $1.2) at an unfair advantage, …
Are my header bidding demand partners generating more revenue for me? If not, is it because of latency or is it due to low bid CPM? How about discrepancy? Prebid.js is launching its Analytics Platform to help you better manage your header bidding partners. Analytics Platform includes: Example reports by Prebid.js Analytics: The day starts …
What is post-bid? Post-bid allows a publisher’s mediated demand sources all compete in one auction based on price, after the ad server has picked the post-bid line item. In post-bid, the competition among your mediated demand sources compete AFTER your ad server has chosen the winning line item (vs. in header bidding, demand sources compete …
While helping publishers run header bidding, we hear the same questions asked many times: We’ve all heard anecdotally a webpage should not have more than 10 bidders’ bids, or the page should not wait for longer than 1 second before it sends the bids to the ad server. Are they true? Luckily, the publishers using …
The content on this page is from 2015 and is now obsolete. While implementing Prebid.js’ adaptors for different bidders, we’ve noticed not all bidders return exact price to the publisher’s page. Different bidders also have vastly different response latency. We hope the analysis here can help you make smart decisions when implementing header bidding. Bidder …
Why do header bidding cause latency? How to reduce it? Having seen almost all bidders’ header bidding API calls, we’ve observed the few problems listed below: Here’re a few screenshots of websites’ network calls after implemented header bidding. In a later section, there’s a screenshot showing how header bidding is accelerated by prebid.js. After prebid.js’s …
Let’s do the math: 1000 x 10 x 5 = 50,000 line items and creatives for header bidding! How to reduce the number of line items for header bidding? Prebid.js helps you use 1 set of line items for all bidders and all creatives. By removing the size and bidder dimension, the number of line …
