Rubicon Project Launches Open-source, Server-side Header Bidding Solution

Rubicon Project Launches Open-source, Server-side Header Bidding Solution

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.




Please login with linkedin to comment

header bidding Rubicon Project

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]