The Auction Flip: Prebid’s Plan To Swap Places With Google
· 2h ago · Originally reported by AdExchanger
Google won’t have to break up its SSP and ad server. So this week, Prebid unveiled its plan to help Google fulfill the court’s requirements at its annual Prebid Summit. Then: how brands are using their data in an agentic world, and why there’s a rise of AI “employees.” The post The Auction Flip: Prebid’s Plan To Swap…
This is the outlet’s own summary while our desk writes an explainer. Read the full story at AdExchanger.
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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.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
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.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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