Prebid server

Prebid Server is an open-source solution for server-to-server header bidding with Prebid.js and Prebid Mobile.

Scope: Prebid Server and Prebid Cache

Description: Server-side header bidding

Chair: Bret Gorsline (Magnite)

Vice Chair: Scott Kay (Xandr)

Audience: Product and Engineers

References

• Prebid Server GDPR
• Prebid Server and First Party Data
• Product Requirements Documents (PRDs)
  • Modularity PRD
  • PBS Events and Analytics PRD - to be reviewed
  • PBS Blocking Module PRD

Accomplishments

2023

• Per-imp transaction IDs
• Additional OpenRTB 2.6 fields
• Basic GPP support
• Activity Control infrastructure
• Modularity infrastructure (Go)
• Support Fledge auctionconfig - https://github.com/prebid/prebid-server/issues/2411
• GPP and IAB Multi-State privacy (Java)
• bidder tmax updates - (Go) https://github.com/prebid/prebid-server/issues/2398

Roadmap

2H23

• Regulatory
  • GPP and IAB Multi-State privacy (Go)
  • Support TCF-Canada
• PBS 2.0: general cleanup of adapters and enforcing certain rules
• Price floor support (Go)
• Advanced video event support (Go)
• ↓improved alias support - https://github.com/prebid/prebid-server/issues/1429
• Improve match rate
  • Minor updates to the UID cookie to reduce size - https://github.com/prebid/prebid-server/issues/2706 (Java)
  • cookie-sync refactoring (Go) - https://github.com/prebid/prebid-server/issues/2173

2024 Themes

• Regulatory
• Audience and Match Rate
• Host Company operations
  • bidder filter
• Broaden use cases
  • Audio
  • Get more adapters to support DOOH
  • More vendor modules
• Consistency and Parity

Aspirational:

• Long-form video support in auction endpoint
• Advanced video event support (Java)
• Improve match rate
  • Reduce the size of the UID cookie using protobuf - https://github.com/prebid/prebid-server/issues/1985
  • AMP ID support - https://github.com/prebid/prebid-server/issues/1404
  • DSP sync - https://github.com/prebid/prebid-server/issues/1986
• Parakeet support
• Demand Chain support
• Logging enhancements
• Loss Notification
• Real Time Data infrastructure: make it easy for vendors to supply account-specific information into the bid stream by supplying parts of the framework like polling, caching, and analytics.
• Improved bid adapter monitoring

Policies

• Feature Deprecation

GitHub Repositories

https://github.com/prebid/prebid-server

https://github.com/prebid/prebid-cache

https://github.com/prebid/prebid-server-java

https://github.com/prebid/prebid-cache-java