Prebid.js

The leading open-source header bidding wrapper, widely adopted by digital publishers globally as the de facto standard for managing programmatic auction competition.

Prebid.js is a free, open-source header bidding wrapper launched in 2015 to give publishers a standardized, accessible way to manage programmatic advertising auctions.^1,2 Rather than offering ad impressions to demand partners one at a time, it enables all partners to bid simultaneously, driving greater competition and the potential for higher ad revenue for publishers.^1,3 The platform supports more than 300 demand partners and 50 analytics adapters, and accommodates native, video, and display ad formats, along with currency conversion, common ID systems, GDPR compliance, and multiple ad servers.² For measurement, Prebid offers the Enrichment Lift Measurement (ELM) module, a free tool that lets publishers quantify the incremental value of identity and enrichment solutions within real auctions rather than relying on vendor claims.⁴ Publishers can choose between Prebid.js, which handles auctions in the user's browser and is easier to deploy, and Prebid Server, a server-side alternative that reduces latency and improves user experience but demands greater technical expertise.² Prebid.org is committed to keeping all of its technology fully open source, meaning its solutions remain available at no charge regardless of membership status.¹ Source 1: prebid.org — About Source 2: geoedge.com — What Is The Difference Between Prebid.js VS Prebid Server Source 3: publift.com — What Is Prebid? A Detailed Guide for Publishers Source 4: prebid.org — Identity, Incrementality, and the Truth About Lift