Hivethe world’s largest independent programmatic digital outdoor advertising (DOOH) technology company, announced its official membership of Prebid.orgthe organization that oversees open source pre-auction programmatic advertising solutions.
The announcement represents Hivestack’s commitment to driving excellence, innovation and standardization in the programmatic DOOH industry. As a proud member of Prebid.org, joining as a partner at the technology level, Hivestack will be able to further support its efforts to drive the adoption of a unified open source bidding framework for programmatic DOOH and join its peers in helping to build and shape advertising technology. ecosystem.
Supported by a diverse group of over 150 members, representing exchanges, publishers, buyers and third-party developers dedicated to creating standardized solutions for programmatic advertising, Prebid.org manages the open source projects Prebid.js, Prebid Mobile and Prebid Server, plus other key technologies adopted by thousands of publishers. Prebid.js was launched in 2015 to make header bidding easier for publishers by bringing compliance and simplicity to the header bidding process. By creating a simple and open technology layer on which companies could add their code to a standard but optimized base, Prebid.js made it easy to implement header bidding and offered the largest repository of functional adapters . Today, Prebid.js and Prebid Server are the most widely used header bidding “container” or “wrapper” on the web.
In addition to managing this open source technology, Prebid.org also plays an active role in the online advertising ecosystem by being a neutral and independent body that makes it easy for ad technology companies to collaborate with publishers to solve problems. Of the industry.
Mina Naguib, Global Chief Technology Officer at Hivestack said: “We are proud to announce our membership of Prebid.org, an independent organization designed to ensure and promote fair, transparent and effective solutions for our industry. Our membership in Prebid.org comes at an opportune time for our business as we continue to develop our software and launch innovative and innovative technologies that will benefit the entire ecosystem, such as our Yield Manager / Header Bidder. We are delighted to have joined our esteemed colleagues, peers and programmatic ecosystem partners who are all members of Prebid.org.
With its new Yield Manager, Hivestack has successfully implemented a powerful and seamless solution for its publishers, in this case, DOOH media owners, to efficiently monetize their inventory across multiple SSPs in a unified way. A recent article illustrated that online web publishers use an average of six SSPs/exchanges for programmatic monetization, with header bidding technology being used across the entire programmatic display ecosystem to optimize yield. The company decided it was time to create a replication solution for DOOH publishers specifically to enable them to effectively monetize and optimize yield, removing the unnecessary manual process of managing multiple SSPs individually.
The opportunity to optimize performance in DOOH is great. Much like in the online ecosystem, a header auction solution replaces the “cascade” method where inventory is offered to one ad network at a time and then moved to the next if the floor price is not reached. is not achieved until all prints are (hopefully) sold. While this process works in practice, publishers risk losing revenue due to the lack of real-time competition on each individual ad opportunity. Yield optimization solutions allow all partners to bid simultaneously in a unified auction framework model.