It’s no secret that header bidding has had a significant impact on the online advertising industry. This advanced programmatic technique enabled publishers to reduce latency, increase ad yield and reduce passbacks. However, header bidding was far from perfect when it first came out in 2009. It had various problems in its early days, such as non-existent industry standards, lack of collaboration among suppliers, and incomplete solutions. All of that changed when Prebid.js came out in 2015.
Prebid.js is an open-source tool that makes it easy to set up header bidding on websites and apps. Previously, publishers had to invest in specialist technology teams to do this, but Prebid.js made it possible to do it quickly and cheaply. “It is a feature-rich header bidding platform for the web with more than 150 demand sources and 15 analytics adapters supporting currency conversion, GDPR, common ID systems, and multiple ad servers.”
The core principle of prebidding is that it lets multiple demand partners bid on a publisher’s ad inventory at the same time. This allows publishers to sell their inventory to the highest bidder, which maximizes their profits.
Prebidding helps publishers drive more revenue, but also comes with several other benefits:
➤ Development of the adapters using javascript and prebid.js libraries
➤ Development of unit tests for the adapters
➤ Pull requests to the prebid.js Github repository and completion of the review process
➤ Creation of custom analytics adapters for publishers and bidders
➤ Development of custom reporting systems and dashboards (e.g. Grafana, Kibana, etc.)
➤ Development of the adapters using golang and prebid-server libraries
➤ OpenRTB 2.5 implementation
➤ Development of unit tests for the adapters
➤ Pull requests to the prebid-server Github repository and completion of the review process
➤ Currency module
➤ Consent management module
➤ User ID module
➤ Price floor module, and others...
