AppNexus and Rubicon Project have teamed up to create Prebid.org inc. an independent organisation dedicated to the development and promotion of open-source header bidding solutions to drive publisher monetisation.
Prebid.org, Inc has been designed to help adtech players and premium publishers challenge the dominance of Google’s DoubleClick.
A collaborative effort of industry partners, Prebid.org is open to all parties advocating for unbiased and efficient monetization solutions and a digital advertising ecosystem that thrives through fair competition.
In joining Prebid.org, partners commit to a Code of Conduct containing directives for header bidding wrapper mechanics, data and transparency, and user experience. Written to ensure best practices for fair market competition, the Code of Conduct supports improved performance for publishers and user experience for consumers.
“The formation of Prebid.org marks a crucial step forward in the push for industry-wide adoption of open-source header bidding technologies,” said Tom Kershaw, Chief Technology Officer, Rubicon Project and a director of Prebid.org. “Today’s announcement demonstrates a collaborative commitment to buyers, sellers, and the advertising ecosystem as a whole as we continue to blaze this trail of sharing and openness in an effort to promote continued growth and monetization opportunities for all parties.”
Header bidding is a technique created to offer publishers a more efficient way of working with programmatic vendors, equipping them to improve their monetization strategies in an unbiased environment. As opposed to proprietary technologies, open-source header bidding solutions are updated on a continuous basis by a multitude of industry players – the Prebid.org community currently spans 81 demand partner adapters, 5 analytics providers, and 191 individuals who contribute code to the project. The collaborative nature of the organization instills transparency and accountability into the ecosystem, while enabling the Prebid solutions to adapt quickly to market and publisher needs.
“A fragmented header bidding landscape poses a great risk to the industry,” said Michael Richardson, Product Line Manager, AppNexus and Chairman of Prebid.org. “Rather than independently competing, duplicating efforts, and wasting resources, we can push for fair competition and better results as a team. The collaboration around Prebid.org by industry partners has been incredible, showing it to be the pragmatic path forward.”
“I am super excited about Prebid.org – an independent, community-supported organization will bring meaningful support and innovation to the Prebid solutions, which in turn contribute to the long-term viability of publishers within the advertising ecosystem,” said Danny Khatib, co-founder of Granite Media and former COO of Livingly, a pioneer of header bidding. “As a publisher, my ability to participate and advocate in the Prebid community gives me confidence in Prebid.org to continue to develop the most effective and transparent solutions for our business.”
The launch of Prebid.org as an independent organization does not alter the functionality of existing Prebid products, but rather bolsters support for their development and adoption within the industry. Amongst the products currently contributed to Prebid.org are client-side wrapper solution, Prebid.js, server-side header bidding solution, Prebid Server, as well as Prebid Mobile, Prebid Video, and Prebid Native. The solutions support all device types.
Publishers and ad tech vendors are encouraged to join Prebid.org, to further develop and champion best practices for open-source header bidding. Companies interested in participating should visit prebid.org for additional information.
“We’re excited to participate in Prebid.org since open-source header bidding technologies are developed in a way which favors growth for publishers and the programmatic industry as a whole, versus proprietary solutions,” said Evan Simeone, SVP of Product Management at PubMatic. “Development in open-source projects is self-correcting for the benefit of the community as opposed to benefiting any one party, as we all should be up front and helpful in addressing our industry’s challenges to move forward.”