prebid

Amazon opened up its Prebid adapter for beta testing on January 21. Publishers are preparing to test, and we spoke with Raptive and Unwind Media to learn how.

The MRC’s auction transparency standards aren’t intended to force every programmatic platform to use the same auction playbook – but platforms do have to adopt some controversial OpenRTB specs to get certified.

Prebid is on a roll: It will take charge of a seller agent, part of AdCP, and Amazon’s integration with Prebid is in beta. But there’s one sticking point: Microsoft is not going to cache video ad creatives anymore that come through Prebid, leaving publishers scrambling for an alternative.

The group that turned header bidding software into an open standard is bringing the same approach to publisher-side AI agents.

Most publishers have no idea that a major part of their video ad delivery will stop working on April 30, shortly after Microsoft shuts down the Xandr DSP.

AdMonsters is officially joining AdExchanger, unifying content under one site on AdExchanger’s domain to further connect our audiences.

Amazon looks to support a more collaborative programmatic ecosystem now that the APS Prebid adapter is available for open beta testing.

Gamera, a media quality measurement startup for publishers, announced on Tuesday it raised $1.6 million to promote its service that combines data about a site’s ad experience with data about how its ads perform.

Spencer has exited The Trade Desk after 12 years, marking another major leadership change amid friction with ad tech trade groups and intensifying competition across the DSP landscape.

Traffic-starved publishers are hopeful that their long-undervalued audience data will fuel advertising’s automated future – if only they can finally wrest control of the industry narrative away from ad tech middlemen.

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

Prebid changes its mind on universal TIDs; streaming media takes advantage of live events; and short-form video clips are (still) all the rage.

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.

Shortly after Trade Desk CEO Jeff Green said the DSP would splinter off from Prebid, he showed up at the Prebid Summit. Then, at ScreenShift, we learn what the TV industry thinks about AI.

TTD shared new details about OpenAds features that let publishers see for themselves whether it’s running a fair auction. But tension between TTD and Prebid hung over the event.

With its PubDesk wrapper, The Trade Desk is putting roots into ad tech’s sell side. But publishers are wary.

TTD says OpenAds is not just a reaction to Prebid’s TID change, but a new model for fairer, more transparent ad auctions. So what does the DSP need to do to get publishers to adopt its new auction wrapper?

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Transaction IDs can benefit the ecosystem, but not if they result in information asymmetry. Solutions need to be found that reduce bad duplication but do not reduce bid density.

Late Friday evening, Google filed its proposed remedies to its ad tech monopoly to District Court Judge Leonie Brinkema, and unsurprisingly, they’re rather mild – and very different from what the Department of Justice is looking for.

Dentsu might sell its overseas business; a Prebid update worries the buy side; and Washington State imposes a new ad tax.

Generative AI tech is hurting publisher search traffic, but it’s also helping pubs optimize their ad sales efforts. The head of publisher ad tech solutions for AWS explains how AI is transforming how advertisers value media and the implications for publishers large and small.

Amazon is integrating into Prebid. What does this mean for publishers? Plus, are Amazon and Google diverging in their product focus?

More competition between SSPs and ad servers should be a boon for publishers in the long term. But publishers will feel some growing pains if there is a sudden disruption in Google’s ad payouts or if their ad server fees increase.

The wave of ad tech headlines in recent weeks represents a long overdue moment of reckoning for companies who (still) hold disproportionate control over publishers’ website traffic and revenue potential.

Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.

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.

To explain Forrester’s latest creative ad tech wave, we bring on the report’s author, Senior Analyst Nikhil Lai. Then, the untold story of how Prebid.org became an independent industry organization.

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.