"In the last year, Prebid.js has released the capability to use local caching, which provides a better user experience and reduced network requirements, but we wanted to give the community more time to make this update to their implementation,"
"they probably thought they were giving everybody a lot of time,"
Microsoft Advertising will stop providing free caching of Prebid video ad files on April 30, removing the intermediary that hosts video creatives during Google Ad Manager's secondary auction. Publishers that use Prebid and Google Ad Manager rely on that temporary cache to serve winning Prebid bids when GAM runs its microsecond secondary auction. Previously AppNexus, Xandr, and Microsoft absorbed those storage costs; Microsoft now plans to make caching part of a paid ad tech offering. Microsoft delayed the deadline from January 31 to April 30 and noted Prebid.js supports local caching, giving publishers more time to update implementations. Many publishers and SSPs remain unprepared, creating urgent risk of disrupted video delivery and added costs.
Read at AdExchanger
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