Hivestack, the world’s largest, independent, programmatic digital-out-of-home (DOOH) ad tech company announced its official membership with Prebid.org, the organisation that oversees open source prebid programmatic advertising solutions.
The announcement represents Hivestack’s commitment to driving excellence, innovation, and standardisation across the programmatic DOOH industry. As a proud member of Prebid.org, joining as a technology level partner, Hivestack will be able to further support its efforts in driving adoption of an open source unified auction framework for programmatic DOOH and join its peers to help build and shape the ad tech ecosystem.
Supported by a diverse group of over 150 members, representing exchanges, publishers, buyers, and third-party developers dedicated to creating standardised solutions for programmatic advertising, Prebid.org manages the open source projects Prebid.js, Prebid Mobile, and Prebid Server, as well as other key pieces of technology adopted by thousands of publishers. Prebid.js launched in 2015 to make header bidding easy for publishers by bringing conformity and simplicity to the header bidding process. By creating a simple, open tech layer upon which companies could add their code to a standard but optimised foundation, Prebid.js made it easier to implement header bidding, and offered the largest repository of working adapters. Today, Prebid.js and Prebid Server is the most widely used header bidding “container” or “wrapper” on the web.
In addition to managing this open source technology, Prebid.org also plays an active role in the online advertising ecosystem by being a neutral and independent body that makes it easy for advertising technology companies to work together with publishers to solve problems for the industry.
Mina Naguib, Hivestack global chief technology officer said, “We are proud to announce our membership with Prebid.org, an independent organisation designed to ensure and promote fair, transparent, and efficient solutions for our industry. Our membership with Prebid.org comes at an opportune time for our business as we continue to develop our software and launch innovative, industry-first technologies that will benefit the entire ecosystem, such as our purpose-built Yield Manager / Header Bidder. We are delighted to have joined our esteemed colleagues, peers, and partners across the programmatic ecosystem who are all members of Prebid.org.
Through its new Yield Manager, Hivestack has successfully established a powerful and transparent solution for its publishers, in this case, DOOH media owners, to monetise their inventory effectively across multiple SSPs in a unified manner. A recent article illustrated that online Web publishers use an average of six SSP/exchanges for programmatic monetisation, with header bidding technology being used across the programmatic display ecosystem to optimise yield. The business decided it was time to build a replica solution for DOOH publishers specifically to allow them to monetise and optimise yield efficiently, removing the unnecessary manual process of managing multiple SSPs individually.
The opportunity for yield optimisation in DOOH is great. Much like in the online ecosystem, a header bidding solution replaces the “waterfall” method where inventory is offered to one ad network at a time and then moved onto the next if the floor price isn’t met until all impressions are (hopefully) sold. Although this process works in practice, publishers risk missing out on revenue because of the lack of real-time competition on each individual ad opportunity. Yield optimisation solutions let all partners bid simultaneously in a unified auction framework model.