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.
In conjunction with the launch of its new header bidding solution, Rubicon Project has also released a paper which articulates the implications and benefits of transitioning to server-side header bidding.
The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]
Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]
Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]