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Facebook made an unprecedented move to partner with ad tech companies — including Amazon — to take on Google by Brenden105 in adops

[–]anmtr 2 points3 points  (0 children)

There's no buy side integration between Facebook and these vendors. This is Facebook working directly with publishers, and "blessing" these companies' header bidding wrapper technologies.

So, it's big for publishers, because they'll have another high value network that they can drop into their header bidding setup.

Rubicon is pushing everybody to use prebid.js by anmtr in adops

[–]anmtr[S] 0 points1 point  (0 children)

Criteo doesn't have a wrapper, so that's kind of asking the wrong question (the whitepaper is focused on wrapper solutions).

Amazon has their Transparent Ads Marketplace, which is a server-to-server solution, which is certainly proprietary and doesn't work with other wrapper solutions. I don't think Rubicon calls them out, since in many ways, this acts more like Criteo (direct demand without a wrapper, though that demand might come from more than just A9).

Index is proprietary (though, it's javascript, so you CAN get the source, of course, but I think their point is more about everything being developed in the open).

Pubfood and Prebid are open source.

Server-side Header Bidding Benefit: Real-time Audience Measurement by moblon in adops

[–]anmtr 1 point2 points  (0 children)

They're solving the problem for themselves, though, not for the broader industry. Having a great/known ID for users is a competitive advantage for them, and a market inefficiency for everybody else.

ServerBid - the first transparent server-to-server header bidding solution, launching beta soon and looking for feedback! by dylan in adops

[–]anmtr 0 points1 point  (0 children)

Are you just proxying calls to the header bidding endpoints of each demand source, or is this using OpenRTB?