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Why Prebid

Feature-rich, open source, and supported by hundreds of demand sources

A Brief Prehistory

Header bidding is a response to the “waterfall” method, a fragmented and highly inefficient process for implementing programmatic advertising. Instead of offering impressions to one partner at a time, header bidding lets all partners bid simultaneously. With header bidding, publishers can also receive bids that may be unavailable through their primary ad server.

The early days of header bidding were dominated by bad practices, closed proprietary tech, poor standards, and little to no cooperation amongst competing companies. Publishers were presented with the confusing and time-consuming process of having to manually patch together various solutions from different companies.

Prebid is Born

Prebid.js launched in 2015 to make header bidding easy for publishers by bringing conformity and simplicity to the header bidding process. By creating a simple, open tech layer upon which companies could add their code to a standard but optimized foundation, Prebid.js made it easier to implement header bidding, and offered the largest repository of working adapters.

Today, Prebid.js is the most widely used header bidding “container” or “wrapper” on the web.


Demand Partners

More than a Technology

Prebid is a product suite, community, and organization.

Product Suite

Solutions for the web, mobile app, and server-side



Strong support from market-leading publishers, buyers and technology providers


A collection of leading ad tech companies that oversees and funds the development of Prebid

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