Prebid’s future is up for grabs as the open-source project grows apart from the IAB Tech Lab, the industry’s self-appointed standards authority.
To get to the heart of the TID debate, you have to understand the definition of a healthy marketplace and how our tendency to limit transparency for the other side of the supply chain is holding us back.
GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.
With over $200 billion in programmatic spending on the table next year, maximizing yield is the name of the game for publishers in 2026. Capturing that opportunity demands maximum optionality across demand paths and signals. And with AI reshaping the landscape (referrals from ChatGPT to news publishers saw a 25x increase from the first half of 2024 to the first half of 2025, while traditional search traffic heads in the other direction) it is more important than ever for publishers to optimize their monetizable inventory.
Amazon is integrating into Prebid. What does this mean for publishers? Plus, are Amazon and Google diverging in their product focus?
After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.
The IAB Tech Lab is proposing that ad auctions move to a Trusted Server from the browser. Why its prototype attracted controversy. Plus, should data privacy be viewed as a badge of honor, or a baseline standard?
Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.
But beyond making his parents proud, participating as a witness in a historical antitrust trial was gratifying for another reason, says Kevel CEO James Avery. “I never thought I’d have a chance to really say my piece like this.”
A lot has already been said and cited during the Google ad tech antitrust trial, with more to come. Here are a few of the most notable quotables from the first two weeks.
