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In January of 2020, Google made the announcement that it would be fully deprecating third-party cookies in Chrome by 2022. That announcement was followed by multiple delays over the last four years. Google was even assuring everybody back in January that full deprecation was certainly going to happen in Q4 2024. In late July, however, …
In preparation for a panel at the Prebid Summit on October 15, 2024, I asked our speakers to add notes to a prep document so I could direct my questions accordingly. When I reviewed their notes, I realized the document had more insights than I could ever bring out in a panel discussion. I’ve assembled …
A Do you have a test page? Q4 is ramping up, and so are the number of broken campaigns and creatives. “This should have been live last week” is the mantra for this time of the year. For a publisher it’s hunting season for creatives that trash your page’s user experience. This is a thankless …
Prebid Summit Recap – Shaping the Future of the Open Web The annual Prebid Summit has become a pivotal gathering for industry leaders, technologists, and publishers. The event reinforced the need for collaboration, innovation, and adaptability as the adtech ecosystem continues to evolve. With 2025 approaching, the Summit carried a clear message: the time for …
After a full day at the Prebid Summit, industry leaders sparked rich discussions about the challenges we face, the new ideas emerging, and the opportunities ahead. It was a productive day for the programmatic ecosystem, reinforcing the need to support common goals and entities—like Prebid—that help drive us forward collectively. Overarching Theme: More is Better While …
Beyond the Sandbox: How Digital Advertising Can Recoup Signal Loss in a Privacy-by-Default Internet After many delays, Google has ultimately nixed its plan to phase-out third-party cookies. This would seem to significantly impact how our industry tackles addressability in a privacy-first internet. That’s certainly how the industry is responding to it— with some players breathing …
Since its inception in 2017, Prebid has evolved significantly, expanding from a single .js product to a diverse suite of 12 offerings that cover every corner of programmatic advertising. Meanwhile, our membership has quadrupled since 2021. This growth underscores the changing tides in digital advertising, where transparency, collaboration, and efficiency have become non-negotiable. Prebid Summit …
With the newly released Google AI Overviews, misinformation on the internet seems to be at an all time high. Fueled by the unchecked proliferation of AI generated content, misinformation has now become a pandemic, eroding trust from users. With the evolution of technology such as AIO, ChatGPT and Gemini, it’s imperative to fully understand the …
Unlike the early days of digital advertising’s sustainability offerings, publishers no longer need to feel excluded from industry sustainability efforts. In today’s landscape, publishers have a variety of tools and strategies in place to both become more efficient, and harbor a positive impact on the industry’s carbon footprint. One common concern is the impact of …
AMP was a good concept for the wrong problem Accelerated Mobile Pages, or short AMP, are standard, mainly developed by Google. The idea to reduce features and flexibility in order to improve execution speed, in this case website performance, is a common practice in software development. It is a lot easier to implement, test, and …
On September 12th, Prebid hosted the ‘Prebid Digital Out-of-Home’ webinar to introduce the newest addition to our product lineup: Prebid DOOH. After almost 2 years of development, Prebid DOOH is now live and ready for the market. The webinar covered the achievements of the DOOH Taskforce and shared their roadmap for the future. If you …
Unraveling The Mystery Of PubMatic’s $5 Million Loss From A “First-Price Auction Switch” PubMatic revised its 2024 revenue projections, citing a $5 million shortfall due to Google DV360 shifting to first-price auctions in May. PubMatic had been tagging bid requests as second-price auctions, winning more bids from DV360 as a result. However, DV360’s updated bidding …
We continue the series of blog posts on alternatives to third-party cookies. This article is about a targeting method that has been around for a long time but was reborn and given new opportunities with the advancement of artificial intelligence (AI) and machine learning (ML) technologies — contextual targeting. Content-related (or contextual) targeting refers to …
Exclusive: Aditude Acquires Hashtag Labs Aditude has acquired Hashtag Labs, merging two ad tech firms that support publisher monetization. The deal, which closed on August 16, reflects publishers’ need for efficient revenue solutions amid growing competition. Hashtag Labs, founded in 2014 by John Shankman, will integrate its technology into Aditude’s platform. Shankman will become Aditude’s …
Ad Tech relationships status: complicated I believe advertising is necessary for any business, it works and it is a valid monetization strategy for a publisher. After that, it gets complicated. Software engineers dislike online ads for a couple of reasons and I can relate to every one of them. Still, if your company’s main revenue …
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 …
While Google’s recent decision regarding third-party cookies might seem like a reprieve for publishers, the reality is more nuanced. Google’s recent announcement might actually be the final nail in the coffin for third-party cookies, putting the choice in users’ hands. This is similar to the iOS ‘Do Not Track’ prompt, where 96% of users opted …
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 …
Reaching the right audience with targeted marketing messages has become a major hurdle for brands navigating the digital landscape. Gone are the days of relying solely on third-party cookies to identify potential customers. With a growing emphasis on consumer privacy, marketers now face a significant challenge: how to effectively reach and engage their target audience …
The digital ad industry is moving away from cookies to AI-powered contextual targeting, focusing on content relevance instead of personal data. This shift enables privacy-compliant, scalable ad solutions while enhancing audience reach and trust. Author: Adapex Despite years of warnings, the digital advertising industry is about to collide with a hard deadline. In the rush …
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 …
Author: Adapex The inaugural summit was all about teamwork, using data smartly, getting real results, and building trust in advertising. Here’s the lowdown on what we learned: Publishers need to dive in fast, experimenting with new ideas to boost their revenue and stay strong in the digital ad world. Following the event, we have real, …
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 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, …
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 …
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 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 …
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 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.
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 …
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. …
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, …
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 …
