"First up, Amazon is making good on its decision to build an adapter for the Prebid wrapper. The move reduces complexity for publishers and signals a big change for Amazon, which previously put resources into its trappers, TAM (transparent ad marketplace) and UAM (universal ad marketplace). Plus, a Big Tech player integrating with Prebid shows that it can, in fact, be done. A proposed remedy to the Google antitrust trial would have Google integrate with Prebid."
"Then, we talk about the drama resulting from Microsoft deciding not to cache video files for auctions that go through Prebid. The company was spending tens of thousands to hundreds of thousands of dollars per month on the data center fees. Why Microsoft? AppNexus, which it acquired, developed the Prebid code in-house before making it open source. The decision comes after Microsoft shut down part of its acquired ad tech business, the DSP Microsoft Invest, in May of last year."
"Finally, Prebid is taking the reins of the code for a standard sell-side AI agent for ad tech. The code behind the seller agent, proposed as part of AdCP, will be open source and handled by Prebid. The addition of a new codebase for Prebid is a logical expansion, which speaks to the group's growing influence in the ad tech community - and harkens back to the backroom drama that made Prebid a standalone organization in the first place."
Amazon is building an adapter for the Prebid wrapper, reducing publisher complexity and signaling a strategic shift from prior investments in trappers, TAM and UAM. A Big Tech integration demonstrates practical interoperability and bolsters arguments for similar integration remedies in the Google antitrust context. Microsoft decided not to cache video files for Prebid auctions after incurring tens to hundreds of thousands of dollars monthly in data center fees; that choice follows the wind-down of parts of its acquired ad tech business, including the DSP Microsoft Invest. Prebid will host the open-source seller-agent code proposed under AdCP, expanding its codebase and industry influence.
Read at AdExchanger
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