The story of Prebid.org is crucial for the industry as it illustrates how smaller, independent players can support each other amidst the dominance of Google.
In 2021, Prebid.org was invited to merge with the IAB Tech Lab, but the proposal was declined due to underlying power dynamics in ad tech.
Prebid's initial rise was backed by industry leaders like AppNexus, who envisioned the header bidding technology being integrated within the IAB Tech Lab.
Brian O'Kelley emphasized that the IAB Tech Lab should have been the natural home for Prebid, as it manages key ad tech standards.
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