Addressability Emerges as Key Topic at 2026 Prebid Summit
· 4d ago · Originally reported by Digiday
Attendees at the 2026 Prebid Summit are focusing on addressability as a major concern. The renewed attention highlights ongoing industry challenges in targeting and identity as third-party cookies phase out.
Why it matters
Addressability is crucial for advertisers and publishers to reach the right audiences effectively, especially as privacy changes disrupt traditional methods.
Explain it like I’m new here
It's like trying to send invitations to a party when you don't have everyone's address anymore—people are worried about how to find the right guests.
Terms in this story
Prebid
Prebid is the most widely used open-source header bidding software, including Prebid.js for websites, Prebid Server for server-side auctions and Prebid Mobile for apps.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Third-party cookie
A third-party cookie is a small file set in your browser by a domain other than the site you are visiting, typically ad tech, letting it recognise your browser across sites.
Go deeper
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