prebid

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.

The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.

At Tuesday’s Prebid Summit, a panel of publisher and pub tech execs shared tips for how publishers can get the most out their flooring strategies.

Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

Two of the EU’s biggest Big Tech antagonists are set to resign; a GAM breakup could usher in post-ad-server programmatic; and how Google kept Prebid separate from the IAB Tech Lab.

Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

Day Two of the Google antitrust trial in Alexandria, Virginia on Tuesday was just as intensely focused on the intricacies of ad tech as on Day One.

Ranker saw a 5% increase in demand from a new fully automated Prebid wrapper optimization feature in Magnite’s Demand Manager.

Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

New contextual targeting tools use generative pre-trained transformers (GPTs) to analyze websites and and build contextual audience segments. The companies behind them believe that GPTs can address some of the problems that plague contextual targeting.

The anonymous alphanumeric string made and lost fortunes in its short but eventful life. It was best-known for something it wasn’t actually designed to do: targeting ads.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

The impact of tech on monetization – from SPO sustainability initiatives to the looming end of the cookie and the challenges of implementing its replacements – has publishers feeling jaded. Plus, for retail media fans: inside the Pantry Wars.

What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.

Alex Cone, product manager for the Google Privacy Sandbox, addressed some of the industry’s burning questions during AdExchanger’s Programmatic IO event in New York City last week.

To get more revenue out of Prebid, LADbible is testing a new automated optimization feature for Magnite’s Demand Manager.

On Monday, Scope3 made its carbon emissions data open to the public so anyone can understand which players are doing well (or not) with their carbon footprint.

To enable startups to seamlessly integrate with DSPs, ad servers, ad exchanges, measurement platforms and SSPs, a centralized ecosystem and industrywide support are urgently needed.

Publishers are facing enough headwinds to make their heads spin. These challenges mean opportunity for publisher tech companies like Freestar, which announced Wednesday that it hired Heather Carver as its first-ever chief revenue officer. Smaller publishers will need help navigating an uncertain future, Carver told AdExchanger. The deprecation of third-party cookies and other identifiers, the […]

Aditude plans to spend the money doubling its headcount and enhancing its cloud-based prebid wrapper and other publisher tools.

Why retail media is going in-house. Plus, Prebid.org’s latest update addresses three biggies: SPO, data privacy and the end of third-party cookies.

The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.

Privacy Sandbox APIs will be generally available starting in July. That means publishers have roughly one year to get acclimated … and to raise any red flags to regulators.

It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.

Supply-path optimization conjures an image of SSPs and DSPs dueling it out to each render the other obsolete. But it’s actually not that dramatic.

On the heels of the launch of its latest supply-path optimization product, PubMatic posted $55.4 million in Q1 revenue, growing 2% YOY.