Prebid.js

Industry-standard open-source header bidding solution with dominant market share

Prebid.js is an open-source header bidding wrapper that has become the industry standard for publishers implementing header bidding solutions. Originally developed by AppNexus (now Xandr) in 2015 and released as open source in 2016, Prebid.js allows publishers to offer their ad inventory to multiple demand sources simultaneously before making calls to their ad servers. The solution is maintained by Prebid.org, a community-driven organization that operates under the Linux Foundation, with contributions from hundreds of AdTech companies and publishers worldwide. Prebid.js has fundamentally transformed programmatic advertising by democratizing header bidding technology that was previously only available to large publishers with significant technical resources. The platform supports over 300 demand partners (SSPs, exchanges, and ad networks) and is used by thousands of publishers globally. Beyond the core Prebid.js library for display advertising, the Prebid suite has expanded to include Prebid Mobile for in-app advertising, Prebid Server for server-side header bidding, and Prebid Video for video ad monetization. As an open-source project with no licensing fees, Prebid has achieved widespread adoption and has become the de facto standard for header bidding implementation, significantly impacting how digital advertising inventory is bought and sold.