"Prebid.org has established itself as a respected open-source software maker and standards-setter in online advertising. It has the necessary scale, leverage and momentum to help shape programmatic trading and drive interoperability across the ad tech ecosystem. Now begins the hard part. Prebid stands at a major inflection point for itself and the open web. Across the supply chain, stakeholders are jockeying to shape Prebid's future as they await a decision in the DOJ v. Google ad tech antitrust case."
"But Google nixed that move. (Thanks to the trial, we now know that Google's stance was part of its wide-ranging effort to stamp out adoption of header bidding, since the practice undercut Google's advantages in the publisher ad tech market.) Prebid was then forced to chart its own course, and, over time, the small group of backers and product managers devoted to the open-source product proved its viability."
Prebid.org is a respected open-source software maker and standards-setter in online advertising. The project has scale and momentum to influence programmatic trading and drive ad tech interoperability. Prebid faces a major inflection point as stakeholders jockey to shape its future ahead of the DOJ v. Google antitrust decision. Remedies proposed by both sides include a Prebid integration, which could open a major portion of the web to its code. Prebid must also manage growth alongside the IAB Tech Lab's parallel standardization efforts. Tensions date to 2017 when Google blocked a Prebid–IAB Tech Lab merger, and the DOJ trial showed efforts to limit header-bidding adoption.
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