prebid

The Prebid Summit in New York City on Tuesday exceeded the event’s reputation for liveliness.

Google won’t have to break up its SSP and ad server. So this week, Prebid unveiled its plan to help Google fulfill the court’s requirements at its annual Prebid Summit. Then: how brands are using their data in an agentic world, and why there’s a rise of AI “employees.”

Reorienting the ad auction so that ad servers bid into Prebid lets publishers access demand from Google AdX without also having to use Google’s ad server.

Google and the Department of Justice filed the next round of paperwork that will determine what Google’s punishment will look like in the ad tech antitrust case.

Given how much the market has changed since the Google trial began, and the wiggle room in the ruling itself, publishers aren’t expecting much relief from the court’s behavioral remedies.

The court has unsealed Judge Leonie Brinkema’s full remedies opinion in US v. Google (ad tech edition). So, what’s in there?

McGrath left Prebid in June following five years as board chairman after stepping down as SVP of product management at Magnite. But now, overseeing Prebid will be his full-time job.

Earlier this month, PubMatic shelved its Prebid integration wrapper, known as OpenWrap Web, and announced it would begin recommending Playwire as an offloading-onboarding partner for the 250-odd publishers that use its wrapper.

Prebid is turning the page on what might be called its second chapter as the organization navigates some major changes in the digital advertising landscape and within its own ranks.

TTD confirmed that this CTV publisher’s errors would have made its UID2s useless for ad targeting. But TTD also said it wouldn’t have had enough information to flag the issue.

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.