NEW YORK and LOS ANGELES,
Sept. 11, 2017 /PRNewswire/
-- AppNexus and Rubicon Project (NYSE: RUBI) today announced
the creation and launch of Prebid.org, Inc., an independent
organization dedicated to the development and promotion of
open-source header bidding solutions and other open-source tools to
drive publisher monetization. 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."
ABOUT APPNEXUS
AppNexus is an internet technology company that enables and
optimizes the real-time sale and purchase of digital advertising.
Our powerful, real-time decisioning platform supports core products
that enable publishers to maximize yield; and marketers and
agencies to harness data and machine learning to deliver
intelligent and customized campaigns. For more information, follow
us at @AppNexus or visit us at appnexus.com.
ABOUT RUBICON PROJECT
Founded in 2007, Rubicon Project is one of the world's largest
advertising exchanges. The company helps websites and apps thrive
by giving them tools and expertise to sell ads easily and safely.
In addition, the world's leading agencies and brands rely on
Rubicon Project's technology to execute billions of advertising
transactions each month. Rubicon Project is an independent,
publicly traded company (NYSE:RUBI) headquartered in Los Angeles, California.
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SOURCE Prebid.org, Inc.