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Questions & Answers from Product Roadmap Webinar

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 server that supports OMSDK (today Prebid SDK only works with GAM that supports OMSDK). There are future plans to build support for OMSDK rendering sometime in 2021.


Can you use Pre-Bid with GAM (Google Ad Manager)?

Yes, prebid is optimized for GAM. It works with other ad servers as well, but the vast majority of current implementations are with GAM.


What is the prebid roadmap for Video? When will Prebid video become more popular?

We have published a comprehensive roadmap for prebid Video, and this is updated monthly by the prebid video task force. At the moment, the focus for prebid video is on “traditional” video content such as in-article, outstream, and mobile. Support for CTV features such as podding and competitive separation are being discussed in the Task Force, but we expect the majority of the deliverables for 2020 to remain focused on traditional video units. We would love to accelerate our video roadmap — if you are interested in contributing to this please contact!


Can Google ADX (Google Ad Exchange) bid in Prebid?

Google Adx CAN bid into prebid — they just choose not to. Adx does not support prebid (or any unified auction mechanic other than their own) at the present time. We remain optimistic about further integration with Google to move toward a true, unified auction for our industry.


What’s the status of First Party data support? It seems like nobody is using it yet. and is what I’m referring to.

FPD is a key part of our industry’s targeting strategies going forward, and will be critical to allowing complex targeting and attribution in a post-third party cookie world. Prebid supports FPD transfer today, though this is somewhat limited and, as pointed out in the question, is still not widely adopted. With the establishment of a new Identity PMC, which is already actively developing solutions, we expect a rapid acceleration of activity in first party data in the coming weeks.


What is your perception of Prebid’s bid caching and what is the reception you are seeing across SSPs and DSPs?

Bid caching has been somewhat controversial in our industry due to the lack of transparency of some early efforts to roll this out (not specific to prebid, but in general). Prebid has supported publisher-controlled bid caching for some time, and we have no plans to change this. However, Bid Caching remains somewhat opaque to buyers and we will continue to develop mechanisms to better signal and control this feature in the future. Properly signalled and with strong buyer controls, bid caching can be extremely beneficial to latency and performance. We will continue to work with buyers and sellers to develop a transparent, mutually beneficial implementation of bid caching — and to ensure that if buyers don’t want it, it will not be enabled.


What ways can SSPs improve monetization? For example, using cached bids when they are available without additional calls or stopping requests to bidders who do not respond for X time? 

This is a complex question — on par with “what is the meaning of the universe” or “if i eat more granola can i run faster?” Publisher monetization is, in our view, based first and foremost by a healthy, vibrant and growing ad tech ecosystem — one based on collaboration and mutual interest between buyers and sellers. Creating a transparent mechanism for programmatic advertising is critical to our success both short and long term, and we will continue to add new tools to enable publishers to control their inventory, their auctions, and their users’ privacy. While cacheing may be a part of this solution for some publishers, its a small part and is just one of many inventory management options that we will be introducing and optimizing over the coming months.


Does Prebid floors compare floors of other publishers? What are the variables?

Prebid floors is a mechanism for injecting real-time auction data into pbs and pb.js. There is no inherent data parameter into the prebid component of floors — prebid’s role is to facilitate any data provider with an analytics adapter to create their own flooring product and offer it to the prebid community — either for a free or as open source. So far, there are a small number of floor algorithms available, and we expect that number to increase dramatically as the floors module gains maturity. For those adapters currently supporting floor transmission, the key variables used includes site/domain, media type, ad size, and geography. 


How are Prebid floors being dynamically passed? Is there an algorithm?

As stated above, the prebid floors module takes values from any analytics adapter and allows publishers to transmit and enforce those floors. There will ultimately be several floor providers, all of which will have their own optimized flooring algorithms. Some may choose to make those algorithms open source; some may not. It is up to the flooring providers and the publisher to choose which mechanisms to employ. 


In v4, will Prebid need consent for purpose 1 and 2 to continue to work properly once TCF v2 is operational?

Prebid products have implemented TCF2 support in a flexible way. By default, Prebid.js 4.0 will enforce Purpose 1 and Purpose 2. But there are several controls that Publishers should discuss with their legal teams. The same goes for Prebid Server.


Will TCF v2 release support fallback to the old __cmp api?

The Prebid.js consentManagement module looks first for the __tcfapi() function. If it’s there, the result is assumed to be TCF2. If __tcfapi() isn’t there, it will then look for __cmp(), and if data comes back from that, the result is treated as TCF1. This has been done to support a transition period. At some point in the future we’ll stop looking for __cmp().


Will professor prebid work for video?

Yes, Professor Prebid will support all media types supported in prebid.js.


Does the extension work on all pages regardless of custom setup? Currently it does not work for lazy loaded ad slots.

Professor Prebid will listen to the AUCTION_END event, so yes, lazy-loaded slots will be noticed.


When is the expected release date for professor prebid?

Q3 2020.


Can you share the rough timeline for the Roadmap items?

Roadmap timelines are always dynamic, but we will attempt to publish target availability dates for key features on the prebid website going forward.


Why is the adoption of Prebid mobile sub 10%?

We are not sure where the “10%” comes from, but it certainly is the case that all prebid implementations are currently far behind that of .js (this is true of prebid server as well as prebid sdk). This is partly due to lack of maturity and contributions to prebid.sdk, but also due to the state of the mobile app marketplace and the continued dominance of mediated waterfalls in mobile app monetization. The march towards open, unified and fair auctions in mobile apps is inevitable, but as of this writing we still have a long way to go as an industry to replicating the success of desktop display in mobile and video. That said, we are investing heavily in new features and capabilities for prebid sdk (including integration with OMSDK), so we expect adoption to continue to accelerate in 2020 and beyond.


Is the creative rendering owned by Ad server SDK or Prebid Mobile SDK? What about for rewarded video signalling – which one? MoPub or Google DV 360?

Prebid SDK relies on the ad server (GAM and MoPub today) to render ads for all ad formats, including rewarded video. We are working on a solution to allow alternate ad server support and should be coming in a subsequent release. The longer term view is to allow Prebid SDK render ads without an ad server.


What is the downside of running a bidder both on S2S and client side?

We strongly recommend against running a bidder both client-side and server-side concurrently. That’s a practice known as ‘bid-jamming’ and the DSPs aren’t fond of it. Instead, you should look into the “Server-to-Server test module” to determine the impact on your site. Complex configurations with multiple bidders can be challenging, but the tools for bidder management continue to improve and we expect a hybrid client/server side configuration to be the dominant choice of publishers going forward. There are clearly limitations on how many bidders can be integrated client side — for most publishers 4-7 bidders is the max before page performance and user experience could potentially degrade — so we expect additional bidder integrations will be server side for most publishers. Benchmarks on server side performance are being developed by many prebid members and we expect some good illustrative data on this topic to be available shortly.


Dr. Prebid Android app only supports MoPub and not GAM. Any plans to include GAM?

The Dr. Prebid app for Android was built by a prebid member who no longer contributes to prebid. There are no immediate plans to support GAM for Android. If someone has interest in building support or wishes to formally request someone build it, they can put in a request on our prebid github page.


Any scope for being able to build a bid adapter in java directly for prebid server?

Yes, it’s possible to build a java bid adapter now. Instructions are at The issue is that your adapter may not be ported to PBS-Go. We have a team that ports from PBS-Go to PBD-Java but not the other way around.


Could a client-side prebid solution be migrated to a Prebid s2s in total? What is the bidders’ status on s2s support?

Yes, a client side integration can be migrated to 100% server over time, though the question correctly points out that there is still not parity in adapters — there are many more bidder adapters currently for pb.js. Though server adapter numbers have increased (and will increase substantially in 2020 as server performance continues to improve) there are still many bidders that only support client-side prebid. However, once the adapter numbers reach parity, there are already several companies offering migration services from .js to server, and who are offering A/B testing frameworks to help manage the transition seamlessly. You should take inventory of which client-side bidders you need and find out which don’t yet support the server. Contact any that are missing and ask them to build a server-side adapter. (Prebid doesn’t build adapters for bidders!)


The automated privacy controls have a lot of subtleties, will/is there a detailed documentation of that behaviour?

Prebid.js has documentation for GDPR and CCPA at 

The Prebid Server FAQ covering privacy signals is

Additional documentation for Prebid Server is being written, but the best source for TCF2 will continue to be the document at


Will TCF2.0 be enforced by SSPs or only recommended?

It is recommended. Under TCF2.0 the SSP is supposed to enforce the consent string not just pass it through, but there is no technical control forcing this behavior and to some extent TCF (and GDPR) will be open to platform interpretation. Prebid’s implementation of TCF allows for both models and places choice and enforcement in the hands of the bidder.


Is there any plan on having an official viewability implementation for native?

Automated viewability is under consideration, but since most viewability is vendor-based (and requires an agreement with the participating provider) this will likely be optional and vendor-specific when released.


How would dynamic floors interact with UPR in GAM?

UPR is not integrated with Dynamic Floors in prebid — at least at present. As a result, the two systems are not synchronized and should be deployed carefully by the pub. Prebid floors are transmitted to all integrated bidders (which may or may not pass them through to the buyer) and enforced in the wrapper/server. Since the prebid auction is complete before GAM is called, these two systems do not interact with each other. We continue to work on ways to integrate more closely with GAM and with all ad servers, but we do not have a good sense on when we can expect significant progress in this area.


How many pubs are using adapters/modules?

Prebid does not have counts on publishers that utilize Prebid modules. It’s open source — pubs can download the software for free from GitHub and there’s no tracking requirements from


When will it be possible to set floor prices?

Prebid floors is currently in beta and can be used by any publisher. More automated options are expected from several analytics providers in Q3, and other bid adapters are expected to adopt the new convention through the year.


Will you be introducing any additional Prebid Outstream Video documentation/ implementation examples?

We expect significant contributions to prebid outstream in Q3, and documentation/training should follow closely thereafter.


What do SSAI vendors need to do to integrate with Prebid? Is it a matter of adding key/values to the pub ad server ad request? Or does Prebid Server’s response 302 redirect to the pub ad server?

SSAI vendors can integrate with Prebid by implementing the Prebid Server Video Protocol. The Video Protocol is a REST JSON protocol where the SSAI sends fields describing the impression and Prebid Server responds with a set of targeting keys.

We expect the integration options to expand over time. The Prebid Video Taskforce would like to engage with SSAI to vendors to better understand their preferred integration options. Some possible future options are adding redirect support or adding support for the IAB CATS protocol.


Which DSPs have developed Prebid adapters?

We expect the integration options to expand over time. The Prebid Video Taskforce would like to engage with SSAI to vendors to better understand their preferred integration options. Some possible future options are adding redirect support or adding support for the IAB CATS protocol.


Any Plans for Dynamic Timeouts?

Yes, this is part of the “micro-wrappers” development currently being built in the prebid.js PMC. This will include dynamic timeouts based on ad size, media type, geo and other factors. To participate in this exciting work please contact


How do you foresee running Prebid on CTV devices?

Prebid integration will be device specific. For those devices that utilize an app environment, the model will be similar to prebid mobile in that there will be an SDK available for each app provider. There will also be cases where prebid logic is integrated directly into the player (we are already working with several open source and best of breed players. This will evolve over time as more CTV traffic migrates to prebid.


Any updates around Prebid Multiformat? Specifically, outstream video on display inventory.

Prebid.js has supported multi-format inventory for quite some time. The Video Taskforce is planning to make enhancements to outstream but doesn’t have specific multi-format enhancements planned. If there are enhancements that members of the community would like to see, please suggest them in a Github issue.

What are the differences (such as features, speed, efficiency) between using Prebid Server (GO) vs Java?

For the most part, prebid java and prebid go have identical features, and the development community has worked hard to ensure feature parity between the two versions. The choice is simply a matter of developer preference, to allow developers to work within the programming language they are most comfortable. To date, there has been slightly more contributions to the java version, but both versions are legitimate choices for publishers and developers, and features typically will not factor into the choice. Both options are compatible with most publisher configuration and the choice is up to the publisher or developer.


Who is actually hosting the server to server bidders?

There are a wide variety of companies offering hosted instances of prebid servers. Or you can host your own.


If using GAM bundled with the Open Measurement SDK for in-app inventory, do you need to integrate the OM SDK separately in order for Prebid bidders to record viewability measurement?

No, if you have OMSDK integrated on the ad server it does not need to be enabled on prebid SDK. Prebid SDK will be updated in a subsequent release to signal OMSDK properties to bid adapters via Prebid Server.


What are the plans for an outstream player?

Prebid video Task Force is actively exploring options for an open source outstream player. We expect announcements on this front in Q3.


When do you estimate to release the Admanager Line Items tool?

There are no firm plans or timelines for a line item management tool. The Tools group has just begun discussion of the alternatives. Please consider joining the group to help drive the project forward.


How would the Prebid outstream player be set up on the page? Or would it be server side?

Prebid outstream is set up on the page and in most cases the prebid implementation will be directly on the player or configured in .js. Please refer to documentation of the outstream bidders you are using. Once an embedded prebid outsream solution is available, the prebid call outs will be embedded in the player. Documentation on this will be available once the solution is released.


How do you deal with the inherent conflict of interest in having senior level executives at competing companies oversee the development of a platform they each rely on to further their respective businesses? Are all competitive advantages developed by Rubicon, PubMatic, and Xandr (two of whom heavily invest in Prebid as a service) brought to the broader community? Or kept in-house? Who makes that decision?

First, I am not sure there is a “conflict of interest.” Think of the alternative — every participant in programmatic develops their own, proprietary black box solutions, without regard to standardization and collaboration. We had that in our industry until 2017 and it led to a massive growth in market share by the large Walled Gardens. If an independent web community is to survive and thrive, collaboration on key standards and co-authorship of transparent software solutions is absolutely required. And we believe the success prebid has shown in the past three years is due to the need for this community approach to software and standards. As to the issue of who makes the decision what to contribute to prebid core and what to keep proprietary for the publisher/platform/buyer, this decision is entirely in the hands of the developer. Each company can choose to contribute software to the open source community or keep it private. There are no rules on this and it’s literally the choice of the developer — but it’s also the choice of the publisher and buyer. You have the choice between using prebid core components or proprietary ones — or a mix of the two. Publishers should choose the solutions that work best for them, and there are many many options to select from. But at this point, the entire leadership of is united in our mission to collaborate and create standards — and we think the industry has benefited from this approach already and will continue to benefit in the future.


What are the ad formats that are most common for in APP integration? What are the most common ad sizes? Specifically, is there a way to request “Interstitial” format ads?

This question is a more general question that would be different for each bidder, as well as potentially different for each publisher type (i.e. gaming apps vs news apps would have different ad formats / sizes). Following Google support pages, which have the largest lens of traffic, the most common ad sizes for mobile are :

Prebid SDK support interstitial for Banner and Outstream video (inclusive of rewarded).


Do we have any news on DSP TCF 2.0 adoption? Can publisher revenue go down as they move to TCF2.0 since some DSPs cannot read the consent?

Current expectation is that TCF2 will be widely adopted by the end of August 2020 (when it is expected Google will be live on the framework). There are already several DSPs ingesting TCF2 signals. There have been cases reported of revenue decline and other short-term integration issues, but we expect these will be largely ironed out by the end of Q3.


Is there any coverage or delivery from prebid in video fallback positions? or any ad buffet delivery?

Video fallback and ad buffets are primarily ad server functionality. For client-side Prebid, using “Send All Bids” will get multiple bids to the ad server which can be used for fallback. Prebid’s ad pod setup doesn’t support “Send All Bids” today but one could tell Prebid that the ad pod is longer and supports more ads than the ad server is configured to deliver which will send additional bids to the ad server that can be used for fallback.


Will there be any further dev docs for Prebid Outstream renderer configuration?

Yes, there will be additional documentation on prebid outstream, in general, in Q3.

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