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 development to all members, emphasizing that Prebid is a community product.
He also highlighted that Prebid has become an industry standard, especially with Prebid.JS (+400K installs) and Prebid Server (+300K installs), a great achievement.
These numbers reflect Prebid’s leadership role in Open-Source, Open-Auction programmatic technology.
As Prebid’s core is helping Publishers and the ecosystem maintain communication with each other between all platforms (CTV, Mobile, Audio, etc.), interoperability between legacy and emerging marketplace dynamics will remain Prebid’s focus.
2023 Recap
Mike Racic, President of Prebid, shared a few highlights from 2023 and reinforced what has been said about Prebid being a joint effort of the industry.
2023 Product Priorities:
Some numbers to sum up Prebid’s robust development in 2023:
- Code Commits: 2,172
- Contributors: 200+
- Resolved issues & bugs: 877
Prebid’s success is largely driven by the voluntary efforts of professionals from member companies, who contribute significantly beyond membership, particularly in PMCs and coding. Their dedication underscores Prebid’s member-driven ethos. The board also plays a key role in providing stability and support, complemented by a small, dedicated team.
Members interested in contributing to Prebid’s development are encouraged to get involved, please contact membership@prebid.org for more information.
Prebid.JS, Server, SharedID, Video
Prebid.JS
Prebid’s recent initiatives include integrating Privacy Sandbox and Topics, alongside a more modular build approach. The focus has been on enhancing compliance tools and improving SharedID. Additionally, there is support for pre-rendering, which optimizes user experience. A significant development is the enforcement of special handling in the RTD module, ensuring compliance and efficiency in data management.
Prebid Server
Prebid implemented Regulatory Control Tools, addressing global privacy standards like GPP, USNAT, TCF Canada, and GVL Location. Prebid also integrated Fledge and Topics, enhancing targeted advertising while respecting user privacy. The launch of PBS 2.0 marked a notable milestone – new features were introduced, including ad quality enhancement, bidder timeout, multibid support, price floor management, and advanced video capabilities. Additionally, Prebid expanded its reach with 67 new adapters, split almost evenly between GO and Java platforms.
SharedID
In 2023, Prebid made notable advancements in SharedID, enhancing user identification while respecting privacy. The organization also focused on SDA curation, streamlining data alignment and management. There was a significant emphasis on adapting to privacy regulations, which included the introduction of the new GPP-Core framework. Additionally, Prebid strengthened its infrastructure through improved server integration, enhancing overall system efficiency and reliability.
Prebid Video
Centralized and improved documentation was established, providing clearer guidance and support. There was also support for IAB placement, aligning with industry standards. New modules were introduced, including easy video player integration, event-level analytics, and advanced error handling. Furthermore, Prebid implemented an automatic OpenRTB parameter population, streamlining the ad request process.
CTV/OTT, Mobile, DOOH, Tools
CTV/OTT
As announced at the Prebid Summit in New York in October 2023, Prebid launched CTV/OTT with Freewheel as a co-chair, marking a pivotal collaboration. Prebid also published comprehensive documentation on leveraging Prebid Server in CTV environments, providing valuable insights and guidelines. Additionally, a taskforce within the organization was elevated to a PMC, signifying its importance and success in contributing to Prebid’s initiatives and objectives.
Mobile
In 2023, Prebid relaunched its SDK, enabling mobile publishers to use Prebid SDK alongside other mobile in-app ad servers like Unity LevelPlay, Applovin MAX, Google AdMob, and others. This relaunch included new features like demo applications and updated documentation, OMSDK certification, and integration with SKAdNetwork 4.0 and SKOverlay.
DOOH
Last year, Prebid focused on standardizing DOOH transactions within OpenRTB specifications, which marked a major step in streamlining DOOH ad transactions. This initiative was complemented by the kick-off of a dedicated DOOH working group, signifying a targeted approach to this emerging field. Core DOOH support was integrated within the Prebid Server for both GO and JAVA platforms. Furthermore, Prebid provided comprehensive adapter documentation and examples, facilitating easier implementation and understanding of DOOH technologies.
Tools
Support for ID modules and SDAs was a key focus in 2023. To reduce JavaScript file size, chain validation was moved into Professor Prebid. They also introduced a feature to display the JavaScript version on a page versus the current version, assisting users in upgrading. The user interface was improved, including a simple toggle for debugging and the addition of video events in the debugging tool. Moreover, placement support was added, further augmenting the tool’s capabilities and user experience.
Marketing & Membership
Prebid gained 48 new paid members in 2023 and is encouraging more to join.
For more information on our Pricing, have a look here.
In terms of Marketing, 2023 was a significant year for Prebid and we’re going into 2024 with an even stronger presence, using our voice and influence to benefit the industry.
- 10+ global speaking events (Possible, Cannes, DMEXCO)
- Webinars, with 2,000+ viewers (20% non-member)
- Newsletters, 44% open-rate and 15% CTR
- 3K+ Linkedin Followers (+100% vs YA)
- 7.5K Linkedin Page views (+60% vs YA) and 3.5K unique visitors (+60% vs YA)
One outstanding achievement in 2023 was undoubtedly the first Prebid Summit held in New York City in October. It was well attended and appreciated by industry professionals for its highly educational content. Watch the event highlights here.
2024 Strategy & Roadmaps
Our POV for 2024:
In the next 12 months, Prebid anticipates industry challenges due to cookie depreciation, impacting global programmatic advertising with issues like sustainability, fraud, and declining CPMs. Despite these challenges, opportunities arise in cookie-independent channels such as CTV, DOOH, and Audio.
Prebid plans to collaborate with key industry players and leverage its PAPPI-enabled platform to navigate this landscape, focusing on interoperability, transparency, and innovation while expanding into emerging channels and growing its engineering team to meet global demands.
Changes in 2024:
Starting March 1st, members will have exclusive access to specialized content, including best practices, case studies, innovation insights, and industry POVs.
Members will also benefit from exclusive pricing for Prebid events and enhanced technical support, which includes troubleshooting, improved documentation, and maintenance.
Note: documentation, GitHub and code are always free and open source for everyone.
Furthermore, Prebid plans to introduce new tools, further enriching the membership experience.
Membership Focus:
Prebid seeks to attract new members globally, with a prime focus on Publishers to build the products that best fit the industry’s needs. Buyers are also welcomed to be members to help Prebid define the signals buyers require for improved market interoperability.
Prebid.JS, Server, SharedID, Video
Prebid.JS
Prebid.JS will release Prebid 9, which is expected to enhance compliance controls, particularly for regulations like GPP and TCF. Future improvements are planned for creative workflows, pre-rendering, PBS renderer, as well as support for GAM interstitials and anchors. The enforcement of Meta/dchain will also be a key focus. Additionally, Prebid.JS will integrate and evolve PAAPI, aiming to further improve its functionality and adherence to compliance standards.
Prebid Server
Prebid Server is set to introduce additional privacy features including GPP, PAAPI, and deletion protocols. There will also be an expansion in the number of ID vendors. Efforts are being made to increase efficiency, notably through enhancements like the bid filter module. Improvements are planned in documentation, ensuring feature parity and consistency in metrics and configuration. Furthermore, Prebid Server aims to increase its engagement with other Project Management Committees (PMCs), fostering collaborative development and innovation.
SharedID
SharedID plans to enhance interoperability with various addressability alternatives, including HEMs, 1st party IDs, Contextual identifiers, and PAAPI. Integration of the dataController module is also on the agenda, which will aid in managing user data more effectively. Additionally, there will be a focus on promoting SDAs and Real-time Data modules to meet privacy requirements more robustly. Efforts will be made to increase buy-side adoption, ensuring widespread use and effectiveness of these new features and integrations.
Prebid Video
Video is forecasted to be a passion point of 2024 with lots of ideas and potential. Prebid plans to increase integrations across various video players and introduce an open-source outstream renderer. This will enhance outstream video support, including integration with this new renderer. Additionally, there will be efforts to compile and provide a Video FAQ and documentation addressing common pitfalls, aiming to assist users in navigating and optimizing their video advertising strategies more effectively.
CTV/OTT, Mobile, DOOH, Audio,Tools
CTV/OTT
Prebid is focusing on integrating third-party servers and enhancing identity, addressability, and targeting capabilities. There’s an emphasis on contextual signaling and ACR to improve relevance and targeting. Prebid also plans to address the reconciliation between PG and open exchange models and to improve podding and measurement techniques. A significant effort will be dedicated to building out a more comprehensive universe of modules to cater to the specific needs of CTV/OTT advertising.
Mobile
In 2024, Prebid’s focus for Mobile includes evolving into an interoperable and leading in-app solution. We aim to offer a state-of-the-art video experience within the Prebid SDK. Efforts will be made to revamp documentation, providing clearer and more comprehensive guidance. There will also be a focus on viewability troubleshooting, and enhancing user and advertiser experiences. Additionally, Prebid plans to support new flexible OpenRTB parameters, allowing for more adaptable and efficient mobile advertising strategies.
DOOH
Prebid’s DOOH initiatives include support for single-channel technology and publisher adapters. Our goals are to bring in unique connection points and demand as well as develop solutions for industry-specific challenges, such as the need for DOOH data decoration before inventory becomes transactionable. Emphasis will also be placed on increasing adoption and reconciling publisher integrations, ensuring smoother and more efficient DOOH operations.
Audio
Prebid’s focus for Audio includes releasing technical documentation for industry comment, signaling a collaborative approach to innovation. Additionally, there’s a plan to transition the Audio taskforce to a PMC and begin the development of a multi-year plan. This transition marks a significant step towards a more structured and strategic approach in the audio advertising domain.
Tools
Support for ID modules and SDAs was a key focus in 2023. To reduce JavaScript file size, chain validation was moved into Professor Prebid. They also introduced a feature to display the JavaScript version on a page versus the current version, assisting users in upgrading. The user interface was improved, including a simple toggle for debugging and the addition of video events in the debugging tool. Moreover, placement support was added, further augmenting the tool’s capabilities and user experience.
New Taskforces
- Measurement: will publish the scope for measurement in a Prebid setting, develop solutions for deploying measurement code via Prebid.js and Server, explore features like bid request enrichment, identity & verification, and bid decisioning, and publish recommendations for industry feedback, while transitioning from a taskforce to a PMC.
- Sustainability/SPO: the 2 taskforces have joined as one and this will be the topic Prebid task very seriously. Prebid will finalize requirements for Professor Prebid with a focus on SSP declarations, complete the PAAPI requirements and specifications in JS/PBS, and finalize A/B Testing requirements in JS/PBS. Additionally, we will publish documentation and tools for publishers to facilitate these implementations.
- Audio: launched in September yet is gaining momentum quickly and has established an initial version of the specifications to support GET requests as input and VAST response as output.
- Global: aims to increase awareness of Prebid and boost the adoption of the technology. The task force also focuses on collecting ongoing global feedback into various PMCs and enhancing local activation and communication strategies.
- Buyer: led by Klever Programmatic to collect Buyers’ perspectives on a global scale.
Prebid’s taskforces directly take part in shaping the future of the products. Therefore, any contribution from the members is greatly appreciated. If you are a Prebid member and want to join our taskforces, please reach out to Katie Morgart or Mike Racic.
Q&As
- Possibility of a Prebid’s Bidder? – No, Prebid will not have its own Bidder to ensure its neutrality, which is crucial to the organization.
- Cookie-less solution & AI? – It’s not entirely up to Prebid but the cookie-less solution providers. If there are requirements from the industry, Prebid will respond to them in SharedID and Addressability.
- Publishers & Prebid events? – Publishers are more than welcome to take part in Prebid’s events as they can provide valuable insights for our development.
- Prebid’s plans for Sustainability? – At this point, Prebid is collecting info & requirements to understand Prebid’s stance on this topic to make sure we bring efficiency to your monetization.
Written By: Thuy Ho (Relevant Digital)