The Auction Flip: Prebid’s Plan To Swap Places With Google

Google won’t have to break up its SSP and ad server. So this week, Prebid unveiled its plan to help Google fulfill the court’s requirements at its annual Prebid Summit. Then: how brands are using their data in an agentic world, and why there’s a rise of AI “employees.” The post The Auction Flip: Prebid’s Plan To Swap Places With Google appeared first on AdExchanger.

Last updated Oct 15, 2026 by ATDb automated enrichment