Two of programmatic advertising’s biggest players -- AppNexus and Rubicon Project -- have organized a new independent entity intended to serve as a neutral industry resource for information about open-source header-bidding solutions. The companies have already vetted the concept with dozens of partners that have committed to a “Code of Conduct” to self-regulate the way header bidder wrappers operate.
The code is intended to ensure “fair market competition” and improve the experience for consumers.
The group defines header bidding as “a technique created to offer publishers a more efficient way of working with programmatic vendors” that is "updated on a continuous basis by a multitude of industry players.”
As such, the founders say the goal of Prebid.org is to serve as a library of reference material, as well as a community for discussing best practices as technology, applications and market behaviors evolve.
They define the initial community as “81 demand partner adapters, five analytics providers, and 191 individuals who contribute code to the project.”