"AdX's survival isn't a big concern for publishers. Racic, whose Prebid aims to give publishers choice, said that even if Google's AdX sunsets in a year, publishers could easily switch to other sources. Google's attorney suggested Prebid stands to gain if it gets to operate the open sourced auction logic, and its members include Google rivals."
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Prebid provides an alternative auction framework that prioritizes publisher choice and reduces reliance on any single ad exchange. If Google's AdX sunsets within a year, publishers can migrate to other demand sources with limited disruption. Control of open-sourced auction logic would position Prebid to capture greater influence and revenue opportunities. Prebid's membership includes companies that compete with Google, supporting diversified demand. Maintaining multiple supply and auction options reduces dependency on a single exchange and strengthens long-term monetization resilience. Personalized homepage feeds and email update options are available for tracking related topics and contributors.
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