Why PubMatic Ditched Its Prebid Web Wrapper, But Never Its SDK

Earlier this month, PubMatic shelved its Prebid integration wrapper, known as OpenWrap Web, and announced it would begin recommending Playwire as an offloading-onboarding partner for the 250-odd publishers that use its wrapper. The news made nary a ripple, and relatively little revenue hangs in the balance. But PubMatic’s decision to hand off its Prebid wrapper […] The post Why PubMatic Ditched Its Prebid Web Wrapper, But Never Its SDK appeared first on AdExchanger.

Last updated Jul 27, 2026 by ATDb automated enrichment