Rubicon Project Pushes for Industry-wide Adoption of Prebid.js Open Source Wrapper in Header Bidding
March 16 2017 - 4:30PM
Business Wire
Rubicon Project (NYSE: RUBI), the Global Exchange for
advertising, today released a white paper endorsing the use of open
source wrapper Prebid.js in the ever-evolving world of header
bidding. The paper, titled Why Open Source Will Win Header Bidding,
argues for industry-wide acceptance and utilization of an open
source wrapper because of non-proprietary nature. Header bidder
‘wrappers’ are JavaScript containers on the client’s web page that
are responsible for requesting bids from multiple sources
simultaneously.
In its white paper, Rubicon Project articulates that proprietary
wrappers may undermine the growth and monetization opportunities of
both publishers and the ad tech ecosystem as a whole due to the
implicit limited nature of these wrappers and their owners. Not
only do proprietary wrappers pose conflicts of interest resulting
in unintelligent inventory allocation, but they lock in publishers,
lack crowd-sourced checks and balances, and prevent publishers from
taking full advantage of the industry’s collective learnings over
time. They also require significant development time for updates,
which naturally prioritizes the owning entity’s exchange,
ultimately compromising publisher revenue potential.
“Header bidding should increase publisher revenue and provide a
more equitable and transparent environment -- that was its primary
intent. Unfortunately, many proprietary wrappers and "black box"
server-side systems have actually undermined these key principles
of accessibility, competition, and efficiency,” said Tom Kershaw,
Chief Technology Officer, Rubicon Project. “It is critical to the
long-term success of buyers and sellers that we work as a community
and develop an industry-first approach to open, standardized
implementations of both client and server-side header bidding.”
The whitepaper details that the solution resides in the open
source header bidding wrapper Prebid.js -- a 100% free and open
source header bidding wrapper that is inherently neutral,
adaptable, and transparent to all industry players. The open source
solution is constantly updated and maintained by the ad tech
community, enabling its rapid evolution alongside industry
advancements. Many publishers have already recognized the power of
the open source solution. Over 75% of Rubicon Project’s premium
publishers that currently utilize a header bidding wrapper have
chosen Prebid.js.
A full copy of the white paper can be downloaded by visiting:
http://rubiconproject.com/wrapper/.
About Rubicon Project
Founded in 2007, Rubicon Project’s mission is to keep the
Internet free and open and fuel its growth by making it easy and
safe to buy and sell advertising. Rubicon Project pioneered
advertising automation technology to enable the world’s leading
brands, content creators and application developers to trade and
protect trillions of advertising requests each month and to improve
the advertising experiences of consumers. Rubicon Project is a
publicly traded company (NYSE: RUBI) headquartered in Los Angeles,
California.
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Rubicon ProjectEric Bonach,
310-207-0272press@rubiconproject.com
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