Global advertising exchange platform Rubicon Project has announced the launch of an open-source, server-side header bidding solution in closed beta.

As a founding member of Prebid.org, a consortium dedicated to the development of open-source seller monetisation tools, Rubicon Project built this solution based on standards that are neutral, adaptable and transparent to all industry players.

The new solution is free for sellers and fully supports Rubicon Project’s private marketplace capabilities, including the unique ability to easily prioritise deals.

Tom Kershaw, chief technology officer at Rubicon Project and a director of Prebid.org, said the move towards industry-wide adoption of server-side solutions is a massive step in the right direction.

“It puts the monetisation where it should have been in the first place – placing the burden on the server and removing it from the web page,” he said.

“However, to truly improve the inefficiencies inherent in header bidding and create a better user experience across all parts of the digital advertising ecosystem, you must also go open-source.

“Only open-source is transparent, fully auditable and provides publishers one software stack, giving them the best chance for interoperability.”

Pieter de Zwart, vice president of engineering at Rubicon Project and president of Prebid.org, said in order for header bidding to be sustainable, the industry requires solutions that offer solid user sync and match rates, adoption rates at scale, full transparency of auction dynamics, and the ability to transact in open and private marketplaces.

“Our open-source solution announced today addresses all of these requirements, while providing our clients with white-glove service and support,” he said.

“We look forward to continuing to champion and support open-source technology that delivers the best results for sellers.”

Rubicon Project’s open source server-side header bidding solution supports desktop browser and mobile web, with mobile app and video functionality expected in early 2018.