Prebid.org

Dominant open-source standard for header bidding, used by a majority of top global publishers and supported by hundreds of demand partners

Prebid.org is a nonprofit industry consortium that stewards the development and adoption of Prebid.js, the leading open-source header bidding solution in digital advertising. Founded in 2015 and formalized as an independent organization in 2017, Prebid.org provides publishers with a transparent, free, and community-driven alternative to proprietary header bidding wrappers. The organization is governed by a board of directors drawn from major AdTech companies and publishers, ensuring neutral, vendor-agnostic development. The Prebid suite has expanded well beyond its original JavaScript library to include Prebid Server (a server-side bidding solution), Prebid Mobile (SDKs for iOS and Android), and Prebid Video, among other components. These tools collectively enable publishers to run real-time auctions among multiple demand partners simultaneously, maximizing yield and reducing dependence on any single ad network or exchange. Prebid.js alone supports hundreds of demand-side adapters, making it the most extensible header bidding framework available. Prebid.org occupies a uniquely influential position in the AdTech ecosystem as a neutral, open-source governing body rather than a commercial vendor. Its members include major players such as AppNexus (Xandr), Rubicon Project (Magnite), Index Exchange, OpenX, and many others. By standardizing header bidding practices and providing free tooling, Prebid.org has become foundational infrastructure for programmatic advertising, used by a significant majority of the world's top publishers.