Prebid Proposes Auction Changes to Separate AdX from Google Ad Manager
· 2h ago · Originally reported by AdExchanger
Prebid is advancing a proposal to change how digital ad auctions work by allowing ad servers to bid into Prebid, reversing the current process. This move follows a court order requiring Google to integrate with Prebid, though the court did not specify the method. The proposed change aims to further separate Google's AdX from Google Ad Manager.
Why it matters
This matters because it could reshape how digital ads are bought and sold, potentially reducing Google's dominance and increasing competition in programmatic advertising.
Explain it like I’m new here
It's like letting all the players in a game take their turn at the same time, instead of one team always going first.
Read the original at AdExchanger
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.
Ad server
An ad server is the software that stores ads, decides which ad to show in each slot based on rules and priorities, delivers it, and counts impressions and clicks.
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